Our customer is a luxury timepiece brand that takes great pride in crafting sophisticated and elegantly designed watches. They are passionate about offering exceptional quality at an affordable price, making luxury watches accessible to a wider audience.
The challenge
- Our customer needed to improve its profitability and increase Meta advertising efficiency in particular.
The approach
Account consolidation & audience expansion
- Simplified the account by reducing the number of campaigns and audience groups.
- Combined retargeting audiences and targeted a wider audience rather than separate interest groups.
- Adopted a global top-of-funnel/ prospecting campaign alongside the key market campaigns to ensure a source of low-cost traffic.
Creative testing
- Conducted extensive creative testing to find the effective ad formats, messaging and creative style.
- The greater the number of successful ads we had, the more effective and long-lasting the account became.
- Through creative testing, we found the hero products that significantly improved conversion rates.
Advantage+ shopping campaign
- Tested Advantage+ shopping campaign with the winning ads for the hero products.
- In 2 months, it became more efficient than our key conversion campaign.
- In 3 months, it became the key performance driver for the account.
Product-driven Advantage+ structure
- Due to rapid growth, we encountered product stock challenges and the risk of heavily relying on a few hero products.
- We also acknowledge the different target markets that each of our product collections appeals to.
- So we now have 1 Advantage+ shopping campaign for each key product collection.
The results
- Increased ROAS by 38.19%
- Decreased CPA by 23.23%
- Scaled Meta ad spend by 83.56%
- The customers business revenue growth year on year skyrocketed.
