The women’s fashion brand joined forces with Facebook Marketing Partner Vantage to launch a series of advertising campaigns that would not compete with, but rather complement its retailers’ campaigns. In just 10 months of running Facebook marketing campaigns XCVI’s saw an astonishing return on ad spend of 23X.
return on ad spend
less time spent on campaign creation
Their Story: Fashion You Can Live In
XCVI is a women’s fashion brand that celebrates the strength and diversity of women, designing clothes that work for their individual lifestyles. Women who are unapologetic of who they are and what they want out of life. It fashions clothes for the confident, the bold, and the adventurous.
Their Goal: Work in Sync
XCVI is primarily a wholesaler, but has recently decided to start selling to customers itself to maximize on potential revenue. In doing so, XCVI needed to make sure that it was not competing with retailers (and ultimately itself) throughout its advertising efforts.
Vantage helped us find a healthy balance between our own marketing efforts and our retailers. The pre-built audiences designed using our own store data made it easy for us to advertise to the customers that have already shown interest in us.
– Lisa Schmidt, XCVI
Their Solution: Custom AudiencesWith a new B2C strategy on its way, XCVI looked to Facebook Marketing Partner Vantage to help it not only manage its advertising campaigns, but also its audiences to ensure that they would not conflict with those of its retailers.
XCVI enlisted Vantage’s Smart Campaigns to collect key store data to build custom audiences. Using the audiences, XCVI paired dynamic product ads with website visitors to target only those customers that have shown an interest in its store. Doing so ensured that only customers visiting its store, rather than the retailers would be reached by its ads.
Vantage also continually checked campaigns every hour to optimize ads; making tweaks as needed to highlight the best placements and product categories. In this way, XCVI was able to maximize its return on ad spend as the campaign progressed.
The Results: Two Can Play at That Game
With the help of Vantage’s custom audience, XCVI augmented its own online selling channel, and launched itself into the world of consumers without any consequences to its retailers.
XCVI started campaigns with Vantage in March 2016 and after just 10 months it achieved:
- 23X return on ad spend
- 13.74% click-through rate on ads
- $0.62 cost per click on ads
- 90% less time spent on campaign creation
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