The brand decided to test its approach with four different ad creatives, prioritizing:
Brand storytelling and reiterating the quality of the materials and design
Product benefits and how they fit into people’s lives
The innovation in the product’s design and features
A combination of the above
The two messaging overlays Allbirds tested included “Natural materials, engineered to perform” and “Performance, done naturally.”
Allbirds 2
Facebook automatically displayed ads to people, over time adjusting which ad creative to display, in order to make the most impact at the lowest cost. All in all, Allbirds drove a 48% increase in purchases.
2. Chi Chi London
Women’s clothing brand Chi Chi London also found success through Facebook dynamic ads. It had an overarching goal: increase sales from both new audiences usa phone number list and existing customers. It already had retargeting ads set up for users who would visit its website, mobile app, and social media commerce channels. To double down on these ads, Chi Chi London used dynamic ads to run A/B tests to find the most effective ad format and creative.
Chi Chi London
While the retargeting ads were successful at reaching the brand’s existing audience, it leveraged a similar approach to hit new users. Rather than using the retargeting ads, the dynamic ads used the brand’s product catalog and created an ad campaign from that, targeting broad audiences. On Facebook, broad audiences include users who may have seen or been exposed to the brand but didn’t actually visit the website, app, or product pages. Broad audience targeting automatically pulls products from the product catalog based on what the user is likely to be interested in.
In the end, the broad audience targeting allowed the brand to increase sales by 40% and decrease “cost per action” by 29%.
3. Courtney Jeane
Shopify merchant Kortni Jeane has also found success enhancing the reliability of predictive analytics models with Facebook dynamic ads. The mix-and-match women’s swimwear brand wanted to get a head start on its seasonal sales with a boost from its Facebook ads—especially important after a slow 2020 due to the pandemic. To build some betting email list buzz and excitement, it decided to do a weeklong campaign with new product drops every morning.
The creative consisted of photo and video ads with bold visuals and product-focused content. Along with Custom Audiences and Lookalike Audiences, the brand used dynamic ads to reach broad audiences and new potential customers who had previously engaged with the brand, its products, or similar brands and products. the brand’s product catalog and pixel on its website. The brand also used Facebook’s automatic optimization for cost-effectiveness across channels, apps, and services.