Challenge
When the Covid-19 crisis hit the UK, ME+EM closed its stores and scaled back the production of its catalogues. Overnight the company lost an important source of revenue.
Meanwhile, conditions were perfect to accelerate our expansion into new markets. CPMs were nearly half those in February and Facebook was reporting a surge in traffic.
Solution
ME+EM looked to Facebook advertising as a channel to supplement the lost sales and reinvested the budget it pulled back from producing catalogues into paid social advertising.
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. 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% during the crisis. 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
Customer Director at ME+EM
