This is a Successful Project Repat Secret on Facebook Ads
Selasa, 19 Desember 2017
For its 2016 holiday
campaign, Project Repat tested a new Facebook strategy. The team first used
lead ads to target specific groups, such as moms with middle-class household
incomes and interests in cheerleading, sororities and sports. The company
developed a 1% lookalike audience based on the emails collected from people who
responded to the lead ads. The team also created a lookalike audience from a
Custom Audience of people who had visited its website and added a quilt to
their online shopping cart.
Project Repat then targeted
a series of carousel, slideshow and video ads to these audiences. Initially,
there were issues with ad delivery. The team then identified the issue derived
from its ads—which contained a lot of text—and worked to improve it. The
company tested different types and styles of creative and found the carousel
format allowed it to tell its product story and showcase a variety of quilts.
By tweaking the ad creative and featuring more user-generated content, the ad
resonated more with the audience and solved the ad delivery issue.
Then the team retargeted the
ads across Instagram and Facebook to a Custom Audience from its website and
another Custom Audience of people who had engaged with its ads by viewing,
clicking or liking them.
Finally, Project Repat added
a Facebook pixel to its website to track conversions and performance.
GOAL
Finding interested buyers
Project Repat wanted to grow
its business by reaching people who were unaware of its personalized T-shirt
quilts but would likely be interested in placing an order for the unique
blankets during the holiday season.
Patchwork success
Project Repat used the
results from its lead ads to retarget potential customers, and tested its
creative to grow its 2016 holiday campaign (October–December 2016),
successfully reaching more new customers and selling more custom quilts. The
ads also led to:
3.2X increase in quilts sold
during 2016 holiday period (compared to same period in 2015)
65% increase in revenue for
Q4 2016 (compared to 2015)
