ME+EM planned to expand their brand internationally. Conditions were perfect to accelerate expansion into new markets. CPMs were nearly half QoQ, and Facebook was reporting a surge in traffic. Therefore, ME+EM looked to Facebook advertising as a key growth channel.
Faced with the challenge of growing ROAS as sales for the ecommerce fashion sector slumped 24%, our paid social experts accelerated plans to launch campaigns in new markets.
To save time to go live, no site localisation was used for ME+EM’s international expansion. Though this was less than perfect, it meant ME+EM were able to quickly take advantage of lower CPMs on Facebook to reach users in new markets.
The new purchase rate for the newly launched worldwide campaign was 97%, lifting the account average well above the historical rate of 66%.
ME+EM was rewarded for increasing spend 77%. By replicating best practices it learned from UK and US campaigns in 20 new markets, Nest improved ROAS by 49%, compared to the previous month.
Nest achieved these results despite conversion rates dropping 51% between January to April 2020 due to decreased buying activity across the industry.
ME+EM’s UK campaign benefitted from the global campaign too, and in April, UK campaigns saw a 1.4X increase in ROAS from February. This came as a result of Nest’s new creative strategies, its launch of dynamic product ads, and reduced CPMs on Facebook.
increase in ROAS
increase in CTR
Nest quickly grew our Facebook ad revenue by launching successful global campaigns
Growth Director at ME+EM