Introduction

Sleepy Tie, a hair accessories brand, had become a viral sensation on TikTok for their innovative product line. The brand was looking to capitalize on their viral growth by investing in a more stable long-lasting paid ads program that would drive more consistent monthly returns. They turned to Flighted to put their stellar content into overdrive through targeted Facebook and TikTok ads.

Landing page testing and merchandising to drive up revenue per session

After working with the brand to understand who their target demo was, we spun up several landing page iterations to test against their product page and learn more about what angles would resonate with their customer base. We tested objection-busting angles like easy-to-understand illustrations and GIFs that showcased how the product was to be used and how seamless it was to incorporate into your daily life. We also tested Facebook's native checkout as well as TikTok shop to see if their buyers would feel more comfortable checking out on the ad-platform vs on their website. Testing showed that >25% of purchases were happening on Facebook, so we quickly converted all of their major Facebook and TikTok ad campaigns to dynamically distribute traffic between web and shop based on each user's likelihood to convert at each destination. This, along with implementing in-cart and post-purchase upsells, helped to drive up both Conversion Rate and AOV.

Applying a formulaic approach to creative testing

Previously, the client had been using separate ad creative tailored especially for Facebook, without incorporating any of their strong organic social assets into their ad strategy. We quickly spun up a dedicated creative test campaign where we launched every single organic social video they had ever posted with more than 50,000 views in groups of 3, with each group getting its own adset. We launched this campaign using Campaign Budget Optimization to quickly find and scale the most efficient new videos based on what Facebook saw was driving the most purchase volume. We coupled each adset with a dedicated bid cap at the client's target CPA, only increasing or decreasing this manual bid when it made sense for volume or efficiency purposes.

Breaking into audience testing for the first time

One thing the client had never done at scale was audience testing. We took their audience testing to the next level by leveraging Quantcast Measure insights, our own portfolio of high-confidence lookalike audiences, and stacked interest targeting groups based on buyer themes, to find the most efficient cohorts on Facebook for their hero SKU. Some examples of winning targeting that we found in audience testing include:

• A stacked 1% lookalike of website visitors, people who watched more than 75% of all past video ads, and FB/IG ad engagers

• Parents with young children who ALSO matched Facebook's Engaged Shoppers cohort (clicked a "Shop Now" CTA in the last 7 days)

• A Stacked interest group of Sleepy Tie's highest-indexing Quantcast Measure audience cohorts

Conclusion

By looking at their full funnel, including their landing page experience and AOV, we were able to step back and apply a custom approach to Sleepy Tie's paid acquisition approach that most agencies would not have had the nuance to understand. This, combined with our standard approach of rigorous media buying testing and modular approach to creative testing, led Sleepy Tie's paid acquisition program to nearly double month-over-month while growing Return On Ad Spend by 48%.