CLOCKS AND COLOURS
Clocks and Colours met its fourth quarter sales targets by running ads across the Facebook family of apps and services using an array of formats and creative, increasing online revenue by 97%.
Founded in 2013 by designer Shane Foran, Clocks and Colours is headquartered in Toronto, Canada. Clocks and Colours offers a full line of men’s sterling jewelry, drawing inspiration from untamed landscapes, rugged back roads and rock-and-roll.
increase in overall online revenue in Q4, compared to Q4 2017
increase in return on ad spend
lower cost per acquisition compared to the previous quarter
increase in attributed Facebook direct-response revenue in Q4, compared to Q4 2017
Clocks and Colours wanted to attract more online shoppers, increase sales of its accessories and meet its Q4 revenue targets.
Clocks and Colours is known for its gritty accessory line and engaging, story-telling content strategy. In 2018, Clocks and Colours focused on growing its online business. So it partnered with Instagram to develop a strategy to meet its aggressive Q4 sales targets. This entailed developing a multi-layered ad campaign that used an array of ad formats, creative and placements.
It built ads in the collection format consisting of a large video ad and several smaller photo ads showcasing rings, bracelets and necklaces, with messaging about free shipping and lifetime guarantees. It also built Instant Experiences to highlight its popular pendants. “Shop Now” call-to-action buttons linked to the Clocks and Colours website for purchase.
Clocks and Colours showed the ads to men aged 18–55 in Australia, Hong Kong, Japan, South Korea, New Zealand and the US. The retailer also targeted a value-based lookalike audience similar to its most valuable online shoppers and retargeted a Custom Audience of people who had previously added items to their online cart or made purchases.
To increase the scale of the campaign, Clocks and Colours ran dynamic ads for broad audiences, which showed photo ads in carousel format to men who may or may not have ever visited its website, but who had expressed online interest in similar products. People in this audience automatically saw items from the Clocks and Colours catalog that were relevant to them.
Clocks and Colours chose to use the automatic placements feature, which delivered ads in Instagram feed, Instagram Stories, Facebook News Feed, Facebook Stories, Messenger and/or Audience Network, depending on which placement would most cost-efficiently drive results at any given time.
Clocks and Colours determined the results of this October 1–December 31, 2018 campaign using reporting data from Facebook Ads Manager, which revealed:
97% increase in overall online revenue in Q4, compared to Q4 2017
3.2X lift in return on ad spend
22% lower cost per acquisition compared to the previous quarter
2.2X increase in attributed Facebook direct-response revenue in Q4, compared to Q4 2017
14% higher return on ad spend compared to the previous quarter