The Challenge
A luxury homeware store that chooses and sources artisan décor and lifestyle pieces from around the world. It ran message campaigns on Facebook and Instagram, ads that invite people to send the store a message.
The campaigns had 2 problems. Conversions that happened offline were hard to track, so the store could not see every step a customer took before buying. The campaigns also ran separately on Facebook and on Instagram, which kept the cost per 1,000 impressions (CPM) and the cost per acquisition (CPA) high and brought in few messages. As a result, the store found it hard to be seen on social media and to get purchases from it at a reasonable cost.
Our Approach
Primal worked on 2 areas, the audiences and the ad formats. The team tested new ways to target the ads, among them Advantage+ Audience, a Facebook ads feature that uses machine learning to reach a wider audience and raise engagement.
At the same time, Primal added video ads on both Facebook and Instagram, to catch people’s attention and get them to interact with the ads.
Outcomes Achieved
Primal kept refining the audiences as the campaigns ran and kept using video ads. Messages grew 2x, and the number of messages rose 182% month on month. The click-through rate (CTR) rose 79% and the CPA fell 57%.
The results showed how much the right ad formats and flexible targeting matter for message campaigns that cost less and draw more engagement.
- 182%Increase in Messages
- 2xGrowth in Messages
- 57%Lower Cost Per Acquisition (CPA)
- 79%Increase in Click-Through Rate (CTR)
Key Insights
- Refining the audiences throughout the campaigns, together with video ads, grew messages 2x.
- Video ads on Facebook and Instagram were added to catch attention and get people to interact.
- With the right ad formats and flexible targeting, the CPA fell 57% while messages grew.
