How We Made €514,306.21 in 120 Days Using Facebook Ads & Messenger Chatbot

AN ADVERTISING CASE STUDY

WHAT

ADVERTISING CASE STUDY (E-COMMERCE)

WHO

International e-commerce brand selling jewelry is on a mission to help people express their personalities with trendy, affordable accessories.

WHEN

120 Days (Nov 1, 2020 – Feb 28, 2021)

SUMMARY

Amount spent

€261,557.07

ROAS

3.22

Revenue

€56,083.49

PROFIT

€252,749.14

The Problem

As with most e-commerce stores selling similar products as their competitors, it is hard to convince the customers to purchase from their store specifically.

The brand was solely relying on Facebook and Instagram as a traffic channel and to generate sales, so they had to find a way to stand out from the competition with a highly effective marketing
campaign on Facebook and Instagram.

Devising the Solution

Full funnel FB ads strategy

Set up a full funnel FB ads strategy with a system and process that would involve a lot of testing and aggressive scaling methods.

Messenger chatbot

Create a messenger chatbot to include in the Facebook/Instagram Ads funnel.

The Solution

We built a chatbot that would introduce customers to the brand in a unique way and at the same time engage the users while they were having fun. This was all done via interactive education using quizzes, games, and inspirational content delivered to the user in a highly personalized manner.

As a bonus, the chatbot helped to respond to customer support inquiries which solved the problem of not having customer support 24/7.


In combination with the chatbot funnel, a full-funnel Facebook strategy was implemented to increase the revenue from the ads which allowed the business to scale and increase their sales by 212%.

The Recipe

The brand enjoyed exponential growth and amazing results by adding the chatbot to their marketing mix. The chatbot funnel, together with the improved Facebook ads funnel more than doubled this brand’s revenue and at the same increased the ROAS.

CHATBOT

FACEBOOK

Chatbot Approach​

1Quiz-led gen – the best way to generate leads into the funnel in a fun and engaging way. The cost per lead was lower than the cost per click to the website on the previous campaign the store was running.

2We shared content from happy customers to build trust and desire for the products.

3We encouraged the user to familiarize themselves with the brand by connecting on Instagram.

4We asked the customer what style, design, and budget was preferred and provided them with highly personalized recommendations.

5We continued our nurturing sequence with more games, giveaways, contests, and more until they became buying customers!

Chatbot Approach​

1Quiz-led gen – the best way to generate leads into the funnel in a fun and engaging way. The cost per each lead was lower than the cost per click to the website on the previous campaign the store was running.

4We asked the customer what style, design, and budget was preferred and provided them with highly personalized recommendations.

2We shared content from happy customers to build trust and desire for the products.

5We continued our nurturing sequence with more games, giveaways, contests, and more until they became buying customers!

3We encouraged the user to familiarize themselves with the brand by connecting on Instagram.

Facebook
Approach

Broad testing: Testing new audiences on a weekly basis and new creatives each week.

CUSTOMIZED RETARGETING

Based on the action the user took on the store and how close to the sale the user was, different placements of ads and different images/videos and ad copies were used.

PRODUCT-SPECIFIC RETARGETING

We implemented product-specific retargeting and showed the exact product the user was interested in, to make the experience and ads even more relevant.

RETARGET MESSANGER SUBSCRIBERS

From Manychat, one can create tags and upload custom audiences inside to Facebook to hyper-target users based on different attributes. For example, we asked what styles and colors the users preferred inside the messenger chatbot. Later on, we showed them this on the Facebook feed with ads.

The Results

Amount spent: €261,557.07
Revenue: €514,306.21
ROAS: 1.97

Profit: €252,749.14

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