Winning in-app purchases with Facebook dynamic ads,when this multi-brand electronics retailer promoted its app and web store with a series of awareness and remarketing campaigns on Facebook, it reported a 42% increase in annual sales made through its app.
X-cite is the Gulf region’s largest electronics retailer, bringing together over 300 major brands in its stores, on its website and through its mobile app. The initial goal for X-cite was to motivate people in Saudi Arabia to download its app and to make purchases, either through the app or the website.Facebook and Instagram have become an essential part of X-Cite’s overall marketing approach Creating high-energy campaigns making it easy to precisely reach the company’s target audiences. X-cite created ongoing awareness campaigns using the carousel and collection ad formats, which brought together attention-grabbing video with product images to encourage people to visit the website and install the X-cite shopping app. X-cite also utilised Instagram stories to capture the attention and boost app installs and sales through the website and app.Having installed the Facebook pixel on its website to measure events like “page views”, “add to cart” and “purchase”, X-cite was then able to show more precisely targeted ads to people, based on actions they had taken. For instance, X-cite used dynamic ads to display products that people had previously browsed or added to their cart on the website to encourage them to complete their purchase.X-cite also created lookalike audiences based on people who had downloaded the app or made purchases, so that it could show ads to similar kinds of people who were likely to take the same action. Using exclusions to remove recent customers and avoid audience overlap helped keep the campaigns cost-effective.Between October 2017–October 2018, X-cite’s Facebook and Instagram campaigns have helped the brand reach more than 2 million people and earn strong sales:
- 42% more in-app purchases, compared to the previous year
- 15% more website purchases, compared to the previous year
- 2.1X return on ad spend
This blog was originally taken from Facebook. To learn more about X-cite visit their
website.
How FlowMotion Achieved Success on Social… This manufacturer of premium smartphone stabilisers used Facebook video ads and ads in Instagram Stories to showcase its product, doubling sales and achieving an impressive 6X return on ad spend from Facebook alone.
Capture the moment!
Designed and created by adventurers, engineers, and athletes with a passion for videography, tech and the outdoors, FlowMotion ONE is a premium 3-axis smartphone stabiliser. The product provides inspiration for anyone wanting to become a professional filmmaker.
Don’t lose focus!
Released to the public on Kickstarter in November 2017, it raised $1.3 million in just 50 days. Seeking to capitalise on this interest, FlowMotion wanted to increase website pre-orders for the FlowMotion ONE.
Getting into the Flow!
The company targeted ads to large regions based on lookalike audiences. Using these lookalike audiences allowed the FlowMotion to reach and engage new customers by looking at traits that the people in these groups shared with its existing customers that were active. They then retargeted ads to people who had recently visited the FlowMotion website but had not made a purchase.
They went with video ads to bring the smartphone stabiliser to life, using 15–45-second videos that showcased the FlowMotion ONE and its technical capabilities. Thinking mobile-first and wanting to make the viewing experience as immersive as possible, the videos were adapted into multiple formats for different channels—4:5 for Instagram and Facebook News Feed, and full-screen 9:16 ratio for Instagram Stories.
They then used automatic placements to run the ads across Facebook, Instagram and Audience Network. This allowed them to find the most relevant optimization events available. They also used Audience Insights to help decide the campaign’s budget, gain customer insights and lay plans for future ad campaigns and business strategies.
Their Success
Despite no experience with Facebook ads, FlowMotion successfully doubled its pre-order sales compared to the previous quarter. They made more sales during this campaign than in the entire previous year. The January 1–March 31, 2018 campaign achieved a6X return on ad spend on Facebook as well as a 10X overall return on ad spend for the campaign.
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Throughout their existence, IKEA has increased massively in popularity and has now become the top-of-mind brand for interior design and furniture manufacture. They have developed a broad consumer base, from students to first-time buyers on a budget, to homeowners building their interior aesthetic. According to YouGov 2020, 60% of Brits own something from IKEA, compared to Sweden, where a massive 90% of households own an item.
The logo ranks amongst the most iconic logos in history. Undoubtedly, IKEA’s brand sells itself due to the vast quantity of quality products at affordable prices, and the underlying but overwhelming do-it-yourself attitude. Their marketing strategies act as a catalyst for sales too.
(Image source: Twitter @amyyeljones)
Their marketing strategies are so successful because they are imaginative and original; behind every great IKEA ad is a solid proposition and a unique idea. This Twitter thread shows you examples of their best and iconic adverts, from mirroring the aspect of a flatpack in the composition of the images, to prompting you to think again about buying an expensive chair if it’s just going to hold your mountain of clothes.
(Image source: Twitter @amyyeljones)
If anyone told you they owned a LAVIA or BILLY bookcase, you would know exactly what it looked like and where they got it from. You’d know it came from IKEA, it wasn’t too expensive, it was easy to transport home and assemble, and that shows how effective IKEA’s marketing strategies are.
So, what are IKEA’s key marketing strategies?
IKEA’s recognisable and iconic colours and branding.
(Image source: Twitter @amyyeljones)
The patriotic and reputable colours of the brand stand out against every other interior brand in the industry. It wears them with pride and sports its cultural heritage proudly right down to the names of the furniture and the infamous Swedish meatballs served at the cafe. There is a slight bit of lighthearted humour within their patriotic tactic, so bear this in mind if considering a similar approach.
The ability to suit each customer’s individual style.
One thing IKEA is known for is the mass of choices, options and designs available within the stores. This abundance of products encourages flexibility and customisation. Not every market has this ability to give an apparently endless assortment of consumer choices, but a simple orderly strategy doesn’t give your company much chance to repeat business. If someone has already purchased from your business and feels they have the best of the best, they don’t have much reason to come back as a returning customer and repurchase. Remember to give your consumers options within your brand to explore their wants and needs.
They fallbetween mass-market affordability and reusable durability.
IKEA possesses a combination of sustainability and affordability to their brand, and in the modern day, it is a key point to emphasise environmentally friendly processes and reusability within a brand. Even though IKEA doesn’t necessarily have a guarantee that each product will last forever, the products are far from disposable and incredibly durable. The iconic IKEA shopping bags are reusable and stand as a reminder of the brand’s pledge to sustainability.
The stores are displayed in a way to provoke inspiration.
From the stores to the catalogs, IKEA works carefully to stage each item to inspire consumers to purchase and rethink the whole interior design of their house. Both stores and catalogs connect the audience with the ideal living spaces designed by IKEA, which tastefully highlight the products. The key thing to take away from this point is to not skip on visual merchandising and staging of your business’ products.
IKEA is a pioneer of original ideas and brand strategies, and it continues to engage and excite consumers while growing sales and acquisition. There is a lot to be learned from their marketing strategies, and also to look forward to in the future of the brand.
If you enjoyed this blog, then we recommend you read our blog ‘Double Down on Your Marketing’ for more marketing tips and inspiration. If you want to look through our other blogs, clickhere.
Social Success for fashion retailer Etam. They gained new customers and a more than 5X return on ad spend with a summer conversion campaign on Facebook and Instagram to promote its bikini range.
Their Story:
Etam is a European high street leader in women’s underwear and swimwear. The brand has over 3,400 outlets in more than 36 countries. Following its first Spanish store opening in 1984, Etam has expanded with franchises across Spain.
Etam wanted to increase awareness of the brand in Spain, as well as boosting sales and gaining new customers.
Solution:
They worked with Elogia Media S.L. on a summertime conversion campaign to promote their bikinis. They showcased highlights of the range in the carousel and collection formats, as well as in dynamic ads, encouraging customers to “Shop now”.
The fashion brand split their audience into 6 distinct ad sets that were created using Facebook Insights from previous campaigns. They also used Custom Audiences and lookalike audiences. The ads were shown to Spanish women aged 18–64 in Facebook News Feed as well as in Instagram feed, Instagram Stories and Audience Network.
Over the 14-day campaign, Etam and Elogia Media S.L. used Facebook Insights to monitor campaign performance and optimise the campaign.
Success on social:
The 14-day campaign lead Etam to achieve high levels of engagement and brought in new customers at a significantly lower cost per acquisition than in previous campaigns. The campaign achieved a44% lower cost per acquisition, compared to previous campaigns as well as 5.2X return on ad spend and 2.7% click-through rate.
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