MeUndies wanted to re-engage with people who had added items to a shopping cart on the company’s website, but hadn’t yet made the purpose.
The campaign resulted in the following success metrics:
- 6x return on ad spend
- 80% lower cost per action than expected goal
How did they do it?
MeUndies had placed a Facebook pixel on it’s website to track add-to-cart actions so it could then retarget ads to the people who started, but didn’t complete, purchases.
With help from MuteSix, the retailer used Custom Audiences to create 3 different target segments: people who added something to their carts within the last 7 days, between 8-14 days ago, and between 15-30 days ago. MeUndies further segmented the campaign by national and international customers so it could reach people with the most appropriate offer. The company tested different ads and offers with domestic shoppers, but consistently encouraged international shoppers to buy more pairs to compensate for the cost of shipping.
The online retailer used a series of video, link and carousel ads to promote its soft and colorful line of his and hers matching underwear. The creative, which used short and casual copy, featured both lifestyle and product shots. The retailer also used A/B testing to learn what types of images and wording worked best with different audiences.
MeUndies opened the campaign with automatic bidding, optimized for unique daily reach. This strategy allowed the company to control the frequency of its ads, ensure the lowest cost per acquisition and reach the people with high purchase intent every day.
The naked truth is that the campaign delivered results clothed in flattering metics!