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BetaLabs 02: Audience Insights on New Mothers living in India

The success of your ad strongly depends upon the choice of content and the fine-tuning of your audience segment on digital channels.

While you may have heard this piece of advice before, but not many utilise the audience targeting elements that Facebook gives.

We at AARRRMOR absolutely enjoy constructing the audience model to as much perfection as we can, it’s like cooking your best meal for your favourite guest.

We decided to do some market research, understanding the best way to reach prospective customers from different industries and launched this series of experiment with one of our clients.

Why Facebook?

Well for starters, Facebook and Google are the largest, most frequently used ad platforms out there and while their targeting options are strikingly different from each other, we chose Facebook for this as our client’s TG (target audience) is most interactive on the Facebook ad platforms. (Our next post will cover the difference in the 2 ad platforms for the same audience)

For this post, our client is a professional baby and maternity photographer based out of Delhi NCR, who wants to create awareness among the ‘primary’ and partially the ‘secondary’ decision makers for her business i.e. Expecting Mothers, Newly delivered mothers and Husbands of these 2 categories.

Details of Campaign

Location: Delhi NCR, Noida and around
Category: Expecting Mothers, New Mothers, Mothers with kids
Campaign Objective: Drive Leads
Ad objective: Chose ‘Traffic to website’. Wanted to choose ‘Lead Generation’

Ad Placement: Instagram feed and stories

Learning: The client’s website didn’t have a ‘Privacy Policy’ web-page due to which we couldn’t run the lead gen ads. While that page is constructed, we decided to test the waters for a traffic to website conversion.

Recipe to our audience targeting: Facebook gives you the option to choose from Behavior, Life Events, Interests. We strategically used all three.

More details below:

Channel & Objective

Aarrrmor BetaLabs 02: Channel & Objective

Target Audience

Aarrrmor BetaLabs 02: Target Audience


Aarrrmor BetaLabs 02: Creatives

Instagram Story Ad

Aarrrmor BetaLabs 02: Instagram Story Ad

Ad Copy

Aarrrmor BetaLabs 02: Ad Copy

Audience Segmentation

Aarrrmor BetaLabs 02: Audience Segmentation


Aarrrmor BetaLabs 02: Results


Aarrrmor BetaLabs 02: Conversions

Want to contribute to our BetaLabs Experiment? Send us your ideas, data or research and we’d be happy to publish it.

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List of Top Online Social Media Courses

Recently, a friend asked for recommendations on social media courses.

(Secret: She’s an ex-aarrrmor client)

Obviously, we helped 🙂

To start with, we did our internet search and found out all the popular courses. Next, we turned to our trusted /r/socialmedia community on Reddit and collected their reviews.

We understood that this list is not complete without reviews or without finding out which level of understanding they are most suitable for.

So, we have listed out some of the best ones we found here and we are accepting recommendations, reviews and more additions to our list.

Hubspot Academyhttps://academy.hubspot.com/courses/social-mediaSocial MediaFREE Certification Course
Hubspot Academyhttps://www.hubspot.com/resources/courses/social-mediaSocial MediaFREE Certification Courses
Facebookhttps://www.facebook.com/business/learnShort online courses.

Build your business and reach more customers with free, five-minute lessons.
Facebookhttps://www.facebookblueprint.com/student/catalog?fbclid=IwAR2zuDidauFQCJ8WDavsnmv4gA_Mb8S3yrnbvSElIDsYa_ig9SLeHOhOEz8For professional level courses, browse our lessons designed for advanced digital marketers.FREE
Hootsuite Academyhttps://education.hootsuite.com/collectionsMaster new social media skills with online courses taught by industry pros.FREE/Paid
Google Digital Academyhttps://learndigital.withgoogle.com/digitalunlocked/courses/digital_marketingDiscover a range of free learning content designed to help grow your business or jumpstart your career. You can learn by selecting individual modules, or dive right in and take an entire course end-to-end.FREE
Courserahttps://www.coursera.org/specializations/social-media-marketingSocial Media Marketing SpecializationFREE
EdXhttps://www.edx.org/learn/social-media-marketingSocial Media Marketing Courses: Learn social media marketing best practices and strategies with free online courses from Boston University, UBC, Curtin and other top schools and institutions. Learn social media marketing tools and tactics to build your online marketing knowledge and advance your career.
Linkedin learninghttps://www.linkedin.com/learning/topics/social-media-marketingSocial Media Marketing
Get the training you need to stay ahead with expert-led courses on Social Media Marketing.
Udemyhttps://www.udemy.com/learn-social-media-marketing-course/Social Media Marketing – Complete Certificate Course
The comprehensive social media course, beginner to advanced. Go viral, get started today!
Gen M https://genm.co/program/social-media-marketingSocial Media
Grow small businesses with social media
Skillsharehttps://www.skillshare.com/browse/social-mediaSocial MediaFREE

Make this list better and let us know in the comments which courses do you think are good.

We’ll add them to the list if they make the cut!

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How to organise an Instagram giveaway to increase awareness, followers and reviews

Contests seem passe, but doing it thoughtfully still works


We went back to basics, to driving engagement through contests. And guess what, it still works 😊

Our client, an Author, wanted us to market their book – Refugee Changemakers, that is a collection of 13 incredible real-life stories of hope and optimism. The book is about how this abandoned community fought the toughest battle of uncertainty in a new land.

Their stories of survival deserved to be heard and what better channel to communicate a story other than Instagram. Getting sufficient reach through organic posting is not always attainable, so we decided to piggyback on an influencer to get the word out.   

We identified a relevant and popular Instagram book blogger called ‘Storypals’, who was generous enough to run a book giveaway contest for us through her handle. The goal was to boost awareness of the book and increase followers on the Refugee Changemaker’s Insta handle.

We realise from our past work that one post published by the influencer would generate only limited engagement.

So, we ran a simple contest that lasted a week and the outcome was more than what we had expected.

Contest Idea: Ask storypal’s followers to like the post and tag 3 of their friends who inspire and motivate them.

PS: we understand how tagging to win a book can be so painstaking for all of us social media addicts. However, that’s where the content matters. If the story is compellingly good, it doesn’t hurt to like or tag.


  • 3809 Impressions
  • 638 Accounts Reached
  • 129 Participants
  • 3 Winners

Bonus: we got 2 book reviews organically, without expectation 😊

Book Reviews from Instagram Giveaway

We kept the content calendar for this contest very simple.

An introductory post on Storypals channel was followed by a post explaining the contest, a few posts about the book to encourage participation. And our team ensured to engage with every comment with a personal appeal.

If you want to up your Instagram game and run engaging contests on your page or with influencers, and want us to bring in our learning and organise your giveaway for brand awareness, EMAIL US.

If you have questions on this campaign, message us.

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