Turning browsers into shoppers with Facebook dynamic ads

This Israeli organic skincare business took advantage of Facebook dynamic ads to direct personalised product recommendations to encourage people who had abandoned their online shopping carts to return, which increased sales by 2.9X.

Back to nature

Family-run Arugot strives to create natural, organic skincare and cosmetics that contain no harmful or artificial ingredients. Founder Esther Lachman was inspired by nature to create the range, and now teaches herbalism and natural skincare around the world. Arugot wanted to increase sales by focusing on people who had abandoned carts in the online store and encouraging this high-intent audience to complete their purchases.

Retargeting, with a personal touch

Arugot collaborated with digital agency Lior Schorr Digital Marketing for assistance in running a successful campaign that would encourage shoppers to continue through with purchase. Focusing mainly on people who had previously visited the website in the last fortnight and added products to the shopping cart, but not completed the checkout process. Installing the Facebook pixel in the online store allowed Arugot to easily group this audience. Throughout the four-month campaign, Arugoot used Facebook’s product catalogue for the first time ever personalise its ads with relevant products. People in this audience saw engaging dynamic ads in a carousel format that delivered a friendly message, along with images of the products they had added to the cart. The ads also offered a one-time discount to encourage people to take action and click the “Shop Now” call to action.
The results 
As a result of its February–May 2019 campaign, Arugot saw website purchases increase, at an impressive return on ad spend:

  • 2.9X increase in website purchases

  • 11.3X return on ad spend during campaign

  • 78% increase in return on ad spend

This blog was originally taken from Facebook to checkout Arugot's full range visit their website.


Popular juice drink energised its brand awareness in the UK with a reach and frequency campaign on Facebook and Instagram that reached 26 million people and resulted in a 13-lift in ad recall.
Pretty much everyone has heard of the popular nostalgic juice drink Capri-Sun with many of us enjoying the fruity pouch as children quenching people’s thirst since 1969. Today the range includes sugar-free and flavoured water versions and is enjoyed by people in more than 100 countries around the world.  Capri-Sun wanted to reach wide UK audiences in this campaign and build both brand awareness and product awareness as a result.

Testing ad creative 

Capri-Sun and digital performance agency iProspect Ireland decided on a four-week campaign across Facebook and Instagram to build awareness of the brand, using reach and frequency buying to achieve wide reach with predictable delivery.
The team also wanted to take advantage of the campaign to test different product sizes. All variables across the two cells remained the same, except the ad creative, which were tailored either the 200ml product or the 330ml product. A broad UK audience of people aged 13 and older saw ads that were also specially adapted for Instagram Stories with engaging full-screen vertical video. People were then polled on brand awareness indicators such as ad recall and intent to purchase, and the results between test groups (who saw the ads) and control group (who did not see the ads) were compared.

Get the juice!

Capri-Sun’s engaging September–October 2019 video campaign successfully reached a wide audience of millions in the UK and measured strong recall and awareness:

  • 26 million people reached

  • 13-point lift in ad recall with best-performing creative

  • 2.2-point lift in brand awareness with best-performing creative

  • 4.2-point lift in action intent with best-performing creative

This blog was taken from Facebook.

Colgate UK

Using Facebook video ads to draw attention to a Colgate toothpaste relaunch. 
This leading oral care brand boosted sales of its new Colgate Total toothpaste by 7.1% in the UK after running a mobile-first video campaign across Facebook and Instagram.
First marketed in 1873, Colgate is the world’s most popular toothpaste brand. Now part of the Colgate-Palmolive group, whose products are used, trusted and loved every day by millions of people globally. From oral care to personal care, from home care to pet nutrition, Colgate-Palmolive’s goal is to make products that make the world smile.

Boosting sales

Colgate decided to launch a new formula of total toothpaste, advertising the campaign across multiple media channels. Promoting the idea of a healthy mouth and drive sales of the new Colgate Total range.
Colgate noticed that health and wellness are big business across Facebook and Instagram especially around yoga, physical fitness and weight training. This made the perfect environment to raise the issue surrounding oral hygiene and the importance of “whole mouth health” enforcing Colgate Total toothpaste as the ideal solution for this.

Smiles all round

Colgate’s agency RedFuse worked with Facebook Creative Shop to create multiple video assets designed for Facebook and Instagram feed and Stories. The ad creative played on the idea of getting “mouth fit”, using a split-screen format to combine the notion of dental hygiene with health and wellness activities such as yoga, daily training and skipping.
The creative assets followed Facebook’s best practice guidelines for mobile–using clear branding and messaging within the first few seconds, framed for mobile and designed for sound-off viewing.
Broad targeting was used to reach all potential buyers of Colgate Total (male and female, aged 18 and older), while Facebook’s people-based targeting made it possible to target the ads to people interested in health and wellness topics to drive relevancy.
An offline sales lift study was commissioned in partnership with data science analysts dunnhumby to understand the effect of the campaign on in-store purchases. The study analysed sales of Colgate Total products, as well as the halo effect on the broader Colgate portfolio.
Colgate’s well-planned campaign on Facebook and Instagram helped launch a new version of Colgate Total and established oral health as a part of an effective daily fitness routine. Between July 3–30, 2019, the campaign achieved:

  • 7.1% lift in sales for Colgate Total varieties featured

  • 1.8X return on ad spend for all Colgate products

  • 39% of sales lift driven by new buyers

  • 12 million people reached

  • 1.3% lift in sales for other Colgate products

This blog post was originally taken from Facebook.

Lifting Sales with Little Mistress

This luxury fashion eCommerce brand Little Mistress used Black Friday as an opportunity lifting sales by 94%. Compared to the previous years after using polling stickers for its ads in Instagram stories.

Accessible fashion 

Little Mistress is a woman fashion label that turns the latest catwalk trends into accessible and affordable luxury clothing. The “Party Guilt-Free” Campaign has been a great success for Little Mistress working with visualsoft and Instagram. Providing a considerable lift in sales. After initially being unsure of the value of paid social media, Visualsoft was able to provide proof of actual monetary value, and a difference to their bottom line.

Lifting sales and campaign awareness

Little Mistress wanted to reach its target audience of ethical fashionistas with its “Party Guilt-Free” campaign. This featured collections that are made with recycled materials and designed by notable influencers. It also wanted to prove the incremental value that Instagram ads have for the business.

Engaging questions 

Little Mistress wanted to showcase its products whilst pushing an ethical message. The brand was selected for a fully funded Instagram product test. Together with visualsoft, they developed a campaign for Instagram Stories using interactive polling stickers. Little Mistress used the polling stickers to ask people to guess how many recycled plastic bottles were used to create a series of outfits from its collection. This interactive element on top of product images made the campaign more memorable, especially as the high number of recycled bottles was typically a huge surprise.
The ad was designed to match the bold, high-impact nature of Little Mistress designs. After the polling stickers, an end screen featured the words “Party Guilt-Free with our new sustainable collection”. They were then instructed to swipe up to visit the Little Mistress website.
This product test helped Little Mistress reach a huge audience that it would not have otherwise, increasing awareness significantly, and later incorporated the test into its Black Friday sales strategy by retargeting ads to this audience. The company ran a conversion lift study to measure the impact of the Instagram ads during its October 24–November 7, 2019 campaign, which achieved:

  • 24% lift in “add to cart” conversions from best-performing ad

  • 94% increase in Black Friday sales compared to the previous year

  • 2.8 million people reached

This blog was originally taken from Instagram, to read more blogs like this visit our website
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