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Scaling An Ecommerce Brand on Facebook and Instagram.
Challenge
Hera, a DirectToConsumer, unisex streetwear brand specializing in skinny jeans, asked the Playbook Media team to help solve the following challenges:
- Maximize growth, while managing inventory fluctuations.
- Expand their Ad Creative beyond “lifestyle” imagery.
- Integrate Facebook campaigns with Shopify
.
![101028179_2784868598308240_3171451843350098421_n](https://www.playbook.media/wp-content/uploads/2020/08/101028179_2784868598308240_3171451843350098421_n.jpg)
![97146595_703838473696324_7324461285677880018_n](https://www.playbook.media/wp-content/uploads/2020/08/97146595_703838473696324_7324461285677880018_n.jpg)
The Playbook
- Analyze purchase behavior, adjust the Facebook attribution window to properly reflect the time between view, click and purchase
- Test lookalike, interest and custom audiences to find the best blended combination to maximize ROAS throughout the purchase funnel
- Use Dynamic Ads (with pricing and product-focused shots) to group like products together and expand the creative arsenal beyond brand/lifestyle images
- Structure campaigns by product type to flex bids based on inventory
- Use Shopify Parket Integration to feed new/returning customers and AOV back into Facebook campaign optimization
Results
13X
13X scale in spend on the Facebook platform
68%
-68% decrease in CPP (Cost per Purchase)
3X
3X increase in ROAS (Return on Ad Spend)
53%
53% increase in AOV (Average Order Value)
![Hera case study](https://www.playbook.media/wp-content/uploads/2020/09/Hera-case-study.png)
In 2019, the Hera London business grew tremendously, thanks in huge part to the team at Playbook Media who managed all of our paid ads on FB/IG.
Ash White,
Founder & CEO Hera
Up Next
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