Facebook Success Stories

1. tentree

Planting trees and growing revenue with Facebook’s value optimization

SUCCESS STORY

 The eco-conscious clothing retailer used value optimization to reach a high-value audience, increasing its return on ad spend by over 40%.

• 3Xreturn on ad spend
• 40%higher return on ad spend
• 85%increase in revenue

THEIR STORY

Nature meets fashion
Lifestyle apparel company tentree is based in Vancouver, Canada and focuses on social and environmental consciousness. The brand sources sustainable fabrics and plants 10 trees for every item it sells. Since 2012, tentree has planted over 20 million trees worldwide in communities with a critical need for reforestation.

THEIR GOAL

Perfect placement
The company wanted to reach a wider audience likely to spend more on its products, increasing its return on ad spend.

 

THEIR SOLUTION

Targeting high-value shoppers

Partnering with digital marketing agency Northern Commerce, tentree built a Facebook campaign and planned to test Facebook’s value optimization tool. For the test, tentree compared previous campaigns it had run in Canada with a US campaign where it implemented value optimization.
With value optimization, a business can automatically send its ads to customers who are likely to spend more on its products, encouraging the best return on ad spend.
For the US campaign, tentree took a mixed-media approach, using carousel ads and dynamic ads with lifestyle images (such as trees) and video ads showcasing key products on models in lifestyle settings (like forests and mountains). The retailer and Northern Commerce also tailored creative for Instagram Stories, designing it with a vertical orientation that fits better on mobile screens.
The company used a series of combinations to reach women aged 23–34, excluding those who had purchased within the last 14 days, and to reach people interested in socially conscious products to determine which audiences were most profitable. The retailer also reached out to lists of existing customers and created lookalike audiences based on its customer list and people who engaged with tentree’s posts and products. Facebook automatically scaled the campaign to run the ads with the strongest results. The campaign team selected automatic placements to allow the Facebook algorithm to optimally place ads across its network.

 

 

THEIR SUCCESS

Sustainable growth
Running from February 6–16, 2018, the US test campaign using value optimization outperformed the earlier Canadian campaign that did not use value optimization. Due to the ongoing success of its Facebook campaigns, tentree has also grown its business and created 4 in-house jobs. Results include:

• 3X return on ad spend
• 40% greater return on ad spend from US test campaign with value optimization
• 85% increase in revenue over earlier Canadian campaign without value optimization
• 50 new accounts with retail chains
• 2.8X more trees planted in one month

 

Products Used:

2. PupSocks

Custom socks sales with Facebook conversion ads

SUCCESS STORY 

The eco-conscious clothing retailer used value optimization to reach a high-value audience, increasing its return on ad spend by over 40%.

• 90%of annual revenue attributable to campaign
• 80,000purchases over promotion period
• 3.7Xreturn on ad spend
  

THEIR STORY

Calling all animal lovers
Based in Atlanta, Georgia, PupSocks sells custom socks and ties that feature customers’ favorite photos of their pets. Selling to people in 39 countries, PupSocks is proof that people everywhere want to wear their love for their dogs and cats on their socks.

THEIR GOAL

Amping up holiday sales
During the 2017 year-end holiday season, PupSocks wanted to generate sales by finding new customers who love animals so much (or knows someone else who does) that they’d want mug shots of their pets imprinted on their socks.

 

THEIR SOLUTION

Detailed targeting

For PupSocks, the year-end holiday gifting season is the important selling period. Working with online sales agency Common Thread Collective, PupSocks created a conversion campaign that targeted dog lovers in the US and layered in these additional filters to build its audience:

• Male and female between the ages 25–34
• 25- to 54-year-old females in a relationship or married
• Mobile users

Additionally, PupSocks built lookalike audiences based on a seed audience of people who had previously purchased items emblazoned with specific animals. For instance, it targeted a lookalike audience based on people who purchased socks customized with cat images; another audience was based on those who purchased socks with dog images.
The team used these targeting tools to find new customers who are passionate about their pets. As well, PupSocks also used the Facebook pixel—a snippet of code that tracks people’s activities on your website so you can remarket to them later. Data from the pixel enabled PupSocks to promote its products to people who were familiar with the brand with relevant video ads that helped increase purchases.
Finally, PupSocks ran the ads across Facebook and Instagram to reach a wider mobile audience.

 

THEIR SUCCESS

Results to bark about
Beyond contributing to PupSocks’ revenue, the promotion also delivered other positive results. The boost to PupSocks’ bottom line led to the creation of more than 100 jobs in 3 states. For its November 9–December 31, 2017 holiday conversion campaign, PupSocks achieved:

• More than 90% of annual revenue was attributable to the campaign
• 80,000 purchases over the promotion period
• 3.7X return on ad spend

 

Products Used