Read this case study to know how Happy Socks achieved 2.7 times higher ROI through Facebook Messenger Campaign.
A Quick Glance at the outline of the Story:
Brand: Happy Socks
Industry: FMCG
Tool Employed: Facebook Messenger
Outcome: 2.7 X ROI
Business Type: B2C
The Brand
Launched in Sweden in 2008, Happy Socks is an online retailing company that sells festive socks in over 90 countries around the world. The company has collaboration with leading artists and major brands and is renowned for the way it turns everyday essentials into colourful design pieces.
The Story – Selling socks in an ‘The Internet of Things’ Era
Happy Socks team wanted to drive more sales during Christmas and Valentine’s Day in over 25 countries across Europe, Australia and North America for which this time they wanted to employ something innovative and playful keeping the modern age audience in mind.
After some research they settled on employing Facebook messenger to accomplish their goals. The online retailing company then collaborated with Messenger platform development provider Spectrm.io and chose to create a choose-your-own experience in Messenger that helped its audience in navigating its 300 sock styles and finding the perfect pair.
As a result of the two months festive period campaign, the company saw a significant surge in sales and could achieve 2.7 X higher returns on the ad spend.
The Goals – Driving Sales by being innovative & playful
The online retailing company wanted to kick up sales of its festive socks by running an innovative and playful campaign in over 25 countries across Europe, Australia and North America during Christmas and Valentine’s Day.
The Solution – Kicking Up Sales, step by step
Working on its goals, Happy Socks teamed up with the Messenger platform development provider Spectrm.io and took to create a choose-your-own experience in Messenger. With the help of its custom bot design, the campaign helped their target audience in finding the perfect pair of socks for giving as gifts during Christmas and Valentine’s Day.
Step#1: Reaching the right audience
For reaching the right audience, Happy Socks initially targeted its Messenger campaign to a broader audience that included men and women in over 25 countries that it narrowed later to reach an audience that comprised people with age between 20 to 50 years.
Step#2: Helping customers find right pair
Making sensible use of Messenger’s best practices for guided shopping experiences as well as its custom bot for Messenger, the online socks retailing company helped its potential customers in navigating its 300 sock styles and finding the right fit.
Stp#3: Attracting more customers
For driving even a larger base of consumers to the Messenger experience, link ads and videos ads were run by the online retailer that clicked to Messenger. When those ads were clicked by the customers on Facebook and Instagram, they took the customers directly to the Messenger experience.
Step#4: Making it simpler and fun
During its 2-month campaign period, Happy Socks observed that customers found the playful Messenger experience more alluring and were much more likely to engage with it. Keeping this in mind, the team made sure their campaign is simpler and funny for the remaining number of days during the festive period as they had limited amount of time for connecting with their audience. They also included a clear call to action for driving more sales.
Products Used:
- Messenger – for connecting with people using bots and live messaging.
The Outcome – Achieving Bigger ROI & More Sales
The two months festive period campaign shown awesome results and that the colourful online retailing company could see a considerable rise in sales and achieve better ROI for both the festive periods ad spends.
The Campaign Highlights that run from December 13, 2018–February 28, 2019:
- 39X return on ad spend for the Christmas campaign
- 3X return on ad spend for the Valentine’s Day campaign
Words by Marc Verschueren, Online Marketing & Sales Director at Happy Socks
“Bots for Messenger are a new way of guiding our customers through our extensive product catalogue. The format enables people to find the perfect gift in a fun and informative way. So far we’ve had great experiences doing this during the gifting season, but also for our Valentine’s Day campaign.”
Source: Facebook