MANILA, PHILIPPINES — Here’s how Facebook ad solutions have helped a beauty brand cut through the noise of the busy Mega Sales season and deliver tangible results through brand awareness and sales.
How can social media bridge the transition between brands and online marketplaces for higher impact especially during the busy Mega Sales season?
With most industries shifting to a work-from-home setup, most household members now were finally together under one roof, raising online activity, including e-commerce shopping, to an all-time high. And it’s during double-date or year-end sales that Filipinos are especially tuned in: according to Lazada, Southeast Asia’s largest e-commerce website, shoppers bought 3 million items and checked out 2 million carts during the 11.11 sale last year.
While special date sales undoubtedly work wonders for brands big and small, the sudden influx of businesses on the digital sphere has crowded these platforms – with every business imaginable competing for share of voice and ultimately, sales.
In a time when every brand has virtually shifted to a digital-only strategy and when consumers are endlessly inundated with all kinds of messages, how is it possible to stand out in terms of brand awareness and create tangible results?
Collaborative Ads: A seamless transaction
With the Philippines hailed as the world’s social media capital, brands have realized the power of Facebook as a highly effective entry point for consumers down the funnel. But while capturing eyeballs is one matter, how do you hold their attention and compel them to make decisive actions?
The answer lay in creating seamless experiences. Myra, a vitamin-based wellness and skincare brand targeted towards women teamed up with Facebook to launch a campaign during last year’s busy mega-sales season towards the end of 2020. The objective was to seize opportunities for heavy traffic and engagement during the mega-sales days, driving awareness and sales for its vitamin lotions in December 2020. Myra ran two campaigns: one using the brand awareness objective and the other using the catalogue sales objective.
Myra utilized Collaborative Ads: a Facebook solution that enables a bridge to businesses or brands and marketplaces. In this case, Myra wanted to make a swift and effortless consumer journey that would take a user from Facebook to purchasing their products directly from the brand’s official Lazada store. The brand targeted a broad range of women in the Philippines between 18–65 years old. Using automatic placements, Facebook efficiently delivered Myra’s ads across Facebook, Instagram, Audience Network and Messenger in order to reach as many people. The ad campaign ran during the 12.12 mega sales event.
To boost brand awareness, Myra ran another campaign of photo and video ads –– connecting with consumers through reach and frequency several times during the campaign period, encouraging them to find out more about the product and make a purchase.
Results
The beauty brand’s strategy of combining brand awareness and drive to sales in one campaign resulted in glowing results, enjoying a boost in both metrics for this campaign and exceeding expectations.
Based on Facebook brand and conversion lift studies, Myra was able to achieve the following throughout the month of December 2020, through its collaborative ad sets:
- 63% lift in purchases
- 2X lift in content viewed
- 3X lift in adds to cart
- 58% lift in sales
“Running Collaborative Ads with the catalogue sales objective proved to be highly effective in achieving our intended business goals. Other forms of creative, such as photo, video and dynamic ads, as well as effective targeting solutions, ensured that we efficiently reached the right audience. Now our satisfied customers can enjoy the glowing, healthy skin they deserve.” said Chrissie Cobbarubias, Segment Head, Myra.
At a time when every brand has something to say in this hyper-connected, year-end sales period, it is important that businesses ensure a seamless consumer experience and foster richer interactions that help drive actionable results.
