The US-based direct-to-consumer online underwear retailer brand ran Facebook and Instagram video and photo ads using value-based lookalike audience targeting, resulting in a 97% increase in incremental purchases compared to other targeting methods.
MeUndies is an underwear and loungewear brand with a mission to inspire confidence and comfort for every body. Founded in 2011, MeUndies disrupted the US$15 billion underwear industry as the first online underwear subscription. Today, the company has sold over eight million pairs of underwear worldwide.
lift in incremental purchases
lift in incremental purchase value
increase in incremental add-to-carts
MeUndies wanted to reach new customers and increase online apparel sales.
MeUndies wanted to run a high-impact campaign to rev up customer interest and sales, so it was excited to test out Facebook’s new value-based lookalike audiences, which allow companies to tap into their own website data to find more shoppers similar to their top customers.
To begin its conversion campaign, MeUndies simply placed a Facebook pixel on its website. The pixel is a piece of code that gives companies insight into the traffic on their websites, and tells them what actions that people are taking—such as page browsing or product purchasing. MeUndies then chose purchase as its conversion goal, and used information from the pixel as the source to automatically create a value-based lookalike audience.
Then, MeUndies created attention-grabbing short-form video ads and colorful photo ads to run in feed on Instagram and Facebook. The sun-filled ad creative included stylized lifestyle shots featuring men and women wearing colorful and fun sea-inspired nautical-themed briefs, shorts, bralettes and bras in blue-and-white tie-dye, blue-and-white stripes, shark prints and solid ocean-blue colors. Each ad had a “Shop Now” call-to-action button that people could click through to the company website to make a purchase.
MeUndies served the ads to US adults, excluding existing customers, as well as to the value-based lookalike audience based on the characteristics of its current online customers, as identified from its website pixel data.
MeUndies evaluated the results of this April 13–21, 2018 campaign using a 2-cell Facebook conversion lift study, which revealed that, compared to other targeting methods, using the value-based lookalike audience drove:
97% lift in incremental purchases (compared to non-value-based lookalike audiences)
2.1X lift in incremental purchase value
18% increase in incremental add-to-carts
12% increase in incremental add-to-cart value
1.4 million people reached