Pinky Planet
Case study.
Steady growth in sales value from Facebook Ads channel
Increase in purchases from new customers Greater engagement of target audience
Challenges
Declining number of purchases from new customers
Unstable sales performance
Low ROAS on Facebook
How did we do it?
Getting to know your target audience
We started our activities not by checking the advertising account, but by getting to know the people - the audience we would be communicating to. We read the comments, familiarized ourselves with the content of the descriptions on the store, analyzed the content of the posts with the highest number of interactions - in order to get to know what language Pinky-Planet's target group actually uses
Initiating sales through various formats
In order to make the most of the outreach opportunities offered by the Facebook Ads system, we allocated part of the budget to sales initiation, i.e. campaigns at the top of the funnel. For this, we used a variety of formats and ad targets, including videos provided by the client. The average cost for a new viewer to watch the video was only PLN 0.003!
Sales activities to new users.
The client noticed a declining trend of orders from new customers. We quickly created different target groups - including based on specific interests or groups of similar audiences. Wide outreach allowed Facebook's algorithm to operate freely. In the very first weeks, we reached users who were not yet familiar with the brand - it turned out that we could also keep the cost of purchases low in this group.
Remarketing
Wanting to optimize purchase costs and generate maximum ROI, we created a complete structure of remarketing groups, created on the basis of behavior on the store page or activity undertaken with posts on Facebook and Instagram. With more traffic to the store - from those who have added a product to their shopping cart in the last 7 days to those who have only browsed products in the past months.
Effects
After 4 months of cooperation, we have generated a steadily growing sales result. This allows us to plan in advance new activities, promotional actions, but also the production of new collections and supplies. Mutual satisfaction with cooperation on Facebook Ads allowed us to test the profitability of a new sales channel - Google Ads.
Through the Eyes of the Customer
In cooperation with an agency, it is incredibly important for us to involve the other party. Tigers is exactly that. The people we work with are very proactive, while they take the challenges we present to them very personally. They have their own ideas for action, which are often verified and adjusted to the situation. Communication is very good, no email goes unanswered. As a result, we are getting better and better results and we feel safe with them.
Agnieszka Kąkol
Pinky Planet brand owner
