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.
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.
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.
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 a 44% 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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