Objectives.
My-Wardrobe.com is a high-end fashion ecommerce retailer, which sells women’s designer clothing, shoes, and accessories. Like many online retailers, they strive to re-engage lapsed customers. NMPi looked to create a Facebook advertising strategy to bring back customers who hadn’t purchased in over a year and gain new customer acquisitions. The campaign looked to achieve a conversion rate of 4% in the month of October.
Strategy.
The campaign optimisation strategy was broken into three steps. The first step was to target My-Wardrobe’s customer email database. Specifically, we targeted customers who had not purchased in the past year and who had Facebook accounts.
The next stage of the process was to use Facebook’s ability to target ‘Lookalike Audiences.’ These are people who have similar characteristics to previous or current customers. Lastly, we targeted the fans of My-Wardrobe’s competitors.
Results.
In the month of October NMPi delivered a conversion rate of 9%. Purchases alone exceeded expectations by 70%.
My-Wardrobe’s total revenue from this campaign was more than 100% greater than the forecasted objectives.
