The Situation

The main objective was scaling spend in the account and increasing overall conversion volume. There is a lot of competition in the lingerie space, so it was important to find winning offer on Meta that would allow the account to scale.

The Results

On Meta, Plaid was exceeding ROAS goals of over 3.5x, as well as website CVR of 2%. From the start of our partnership, we educated large lingerie brand on efficiency (i.e., increase in spend; decrease in ROAS). Understanding this benchmark has allowed us to allocate more budget and scale spend, while maintaining our ROAS goals. For Meta, we adopted the following tactics in order to achieve such goals. We:

• Introduced top-of-funnel videos to drive more conversions and scale

• Created a “Video Testing Only” campaign to gain more insight into the highest-performing content

• A/B tested brand value prop hooks vs. attention-grabbing copy hooks, creative hooks, as well as the inclusion of text vs. no text on video

• Tested different top-of-funnel URLs to determine if Collection Pages or the homepage converted at a higher rate

We specifically found that value prop messaging outperformed attention-grabbing copy hooks, and swapping out the visual creative hooks made the most significant impact. Additionally, we discovered that the inclusion of text was preferential to eliminating text in videos. Finally, we concluded that sending traffic to the top-of-funnel Collection Page (leading directly to the products shown in the ad), as opposed to the homepage (where the shopper has to search for products across the website), was the most profitable.