Frávega Drives Foot Traffic From Facebook 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.

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. Then, 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. Showing the prices dynamically was especially important for Frávega as offline and online prices can vary.

About Company

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

Results

3 %

Lift In Weekly Smartphone Sales

"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