Post by account_disabled on Mar 15, 2024 19:35:53 GMT -8
Facebook Case Study: Hawkers tests ads with the collection format and increases sales and engagement In this post we want to illustrate a Facebook case study that we found on the Digital Training Academy website and which discusses the performance of Facebook "Collection" ads, showing you the Hawkers case. For its 2017 collaboration with Spanish clothing brand El Ganso , eyewear brand Hawkers tested the Facebook Collection advertising format against individual photo advertising and found that the collection format improved engagement by 86% and return on ad spend of 51%.
Summary of the Facebook case study Hawkers Find Your Phone Number used the Facebook collection format to display catalog items under a main video; The A/B split tests used see the performance of “Collection” ads higher than traditional photo ads; The Eyewear brand saw a 51% higher return on ad spend for the Facebook Collection ad. Hawkers' challenge Founded in Spain in 2013, Hawkers has disrupted the sunglasses market with its stylish and affordable shades. His successful partnerships, branding strategy and Facebook advertising have helped grow a business that has annual revenue of $100 million. The Spanish sunglasses giant wanted to test whether the collection ad format, which displays catalog items under a video or main image, was better than photo ads on Facebook.
The company chose to test a campaign to promote the launch of its new range with fashion brand El Ganso. The solution In March-April 2017, Hawkers launched a Facebook advertising campaign promoting its new glasses made in collaboration with El Ganso. To test whether the collection format was more powerful than photo ads it had run in the past, Hawkers and MakeMeReach split the audience so that half were shown the collection format and the other half saw regular photo ads. Instead, the creative and the ad were the same in both cases. The only difference was the 4 catalog images that appeared below the campaign protagonist image in the collection format.
Summary of the Facebook case study Hawkers Find Your Phone Number used the Facebook collection format to display catalog items under a main video; The A/B split tests used see the performance of “Collection” ads higher than traditional photo ads; The Eyewear brand saw a 51% higher return on ad spend for the Facebook Collection ad. Hawkers' challenge Founded in Spain in 2013, Hawkers has disrupted the sunglasses market with its stylish and affordable shades. His successful partnerships, branding strategy and Facebook advertising have helped grow a business that has annual revenue of $100 million. The Spanish sunglasses giant wanted to test whether the collection ad format, which displays catalog items under a video or main image, was better than photo ads on Facebook.
The company chose to test a campaign to promote the launch of its new range with fashion brand El Ganso. The solution In March-April 2017, Hawkers launched a Facebook advertising campaign promoting its new glasses made in collaboration with El Ganso. To test whether the collection format was more powerful than photo ads it had run in the past, Hawkers and MakeMeReach split the audience so that half were shown the collection format and the other half saw regular photo ads. Instead, the creative and the ad were the same in both cases. The only difference was the 4 catalog images that appeared below the campaign protagonist image in the collection format.