Increase the Budgets, But How Much?
Finlayson is a renowned textile company that was founded in Finland in 1820. Finlayson is known for their beautiful designs, bold and classic patterns, and their recycled collections. The company has the ambition to become the world’s most transparent textile manufacturer. They are also advocates for social issues and known for their bold statements on topics such as gender equality and diversity.
Arvo Partners has been Finlayson’s digital partner since June 2016, and two years into their partnership, the CEO approached them with the question: “How much should we spend on our summer sale campaigns?”
DPA Campaigns and Attractive Ads with Image Templates
Smartly.io helped Arvo Partners to tackle the challenge and together they set up the Summer Sales campaign that ran over many weeks (mostly in July). It is planned in several phases to give the customer different messages over the course of the campaign.
Dynamic Product Ad (DPA) campaigns were a crucial part of the Summer Sales campaign. In order to make the ads more captivating and to make them stand out on the feed, Arvo Partners used Smartly.io’s bespoke tool Image Templates. They added custom fonts, colors, and labels and a campaign badge on top of the products to maintain their brand integrity.
At the beginning of the campaign, the Dynamic Product Ads were in the second phase of the funnel, or even further down. Depending on how much interest the products garnered before the launch of the campaign, Arvo Partners started with either more or less people in their product 'view/add to cart' audience. If the pool was small, the DPA campaign played an important part as the next step to other sales campaigns (such as more general Facebook campaigns, website visitors from Google Ads, Instagram visitors etc).
As the campaign continued, the audience pool for the product “view/add to cart” grew. At that point, the campaign could use its own intelligence to improve, and Arvo could establish Conversion Lookalike Audiences. The lookalike audiences helped Arvo to target customers broadly, and thus establish a prospecting machine learning with high conversion rates.
With the help of enough volume and historical data, these Conversion Lookalike Audiences became integral parts of the overall campaign. Suddenly the campaign was not a next step in the funnel, but Arvo Partners were able to broaden the funnel and make it smarter with even better targeting.
The DPA campaign was constantly under careful management. Budgets, bids, and targeting were checked and managed while the audience pool was growing. On the last day of the campaign, Arvo Partners edited the messages to last-minute deals. That day brought in a record-breaking amount of conversions.
A DPA Campaign With A 1048% Increase in ROAS
The Summer Sales campaigns had a ROAS of 427%, of which the DPA campaign had a ROAS of 1048%.
In addition, Finlayson’s Facebook sales grew by 78 % (year on year) and the DPA campaign in particular stood for 43 % of the sales, while spending just 15 % of the budget.
And, how much did Arvo Partners increased the budget in the end? They increased it only by 25% - thanks to the DPA focus, which brought them a 78 % increase in sales.
1048% ROAS on DPA Campaigns