Challenge

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.

Solution

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.

49%

increase in ROAS

20

new markets

23%

increase in CTR

77%

additional spend

Nest quickly grew our Facebook ad revenue by launching successful global campaigns

Ciaran McClellan
Growth Director at ME+EM

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