Frávega Drives Foot Traffic From Facebook

Founded in 1910, Frávega is one of Argentina’s leading electronics retailers with over 100 locations around the country, in addition to their e-commerce site.

1 Challenge

Localized Advertising To Drive Offline Sales

As a retailer with dozens of locations, Frávega wanted to test to see if they could use localized Facebook advertising to drive in-store sales and measure the impact of such campaigns. 

2 Solution

On-Brand Creatives with Dynamically Updating Prices

With the help of Facebook’s Measurement team, Frávega identified stores with similar behavior in smartphone sales, so that external factors wouldn’t impact their study. As Frávega didn’t have feeds for their offline products, Smartly.io helped set up a simple manual feed in Google Sheets. 

Frávega ran a controlled test where two specific stores were geo-targeted with Local Awareness Ads optimized for reach with special offers in the smartphone category. 

The ads were created with Automated Ads and combined product images from the feed with Dynamic Image Templates to show on-brand creatives with dynamically updating prices. Having the prices render dynamically was  important for Frávega as offline and online prices often varied.

3 Results

Hundreds of Branded Videos Created Automatically 

Frávega saw a 3% increase in weekly smartphone sales with the help of Smartly.io. 

"Facebook is the only channel where we can map offline sales to online ads in a dynamic way. And with Smartly, we were able to do it quickly."

Alejandro Fogarolli, Digital Marketing Team Lead, Frávega

 

3%

Lift In Weekly Smartphone Sales

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