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.