LOMA KOREA
After increasing the budget spent on Meta Advantage+ shopping campaigns, the vegan haircare label saw a 68% lower cost per conversion lift.
Created in Seattle, premium vegan haircare brand LOMA is used in more than 10,000 salons and department stores worldwide and is currently focused on Asian markets, including South Korea and Japan.
lower cost per conversion lift for add-to-cart actions for campaign with 70% of budget allocated to Advantage+ shopping campaigns, compared to campaign with 70% of budget allocated to usual conversion campaigns
lower cost per conversion lift for purchases for campaign with 70% of budget allocated to Advantage+ shopping campaigns, compared to campaign with 70% of budget allocated to usual conversion campaigns
The LOMA Korea team wanted to find a way to improve campaign budget efficiency while also increasing revenue and sales.
THE SOLUTION
Testing Advantage+ shopping campaigns
Ahead of LOMA Korea’s summer sale, the team was looking to encourage more purchases and increase conversions. They decided to experiment with Advantage+ shopping ads, a Meta solution that relies on artificial intelligence and machine learning to refine the campaign creation and management process.
The team worked with Meta to run a budget allocation test, choosing the “Impact on Advantage+ shopping campaign performance” test structure. This tested the performance of an Advantage+ shopping campaign that allocates different percentages of the campaign budget with the goal of spending most efficiently.
Run as photo ads in the Feed, Stories and Reels placements on Instagram and Facebook, the Advantage+ shopping campaign showed an array of LOMA haircare products available at a 30% discount. When clicked on, the Learn More button led to the brand's website, where people could purchase LOMA products.
To gain further insights into the performance of the new campaign budget setup, the hair care brand team ran a Meta conversion lift study and a Meta A/B test between August 17–September 1, 2023. Both cells combined the Advantage+ shopping campaigns and the usual conversion campaigns but featured different budget splits, using the following setup:
- Cell A: contained a campaign with 70% of the marketing budget allocated to Advantage+ shopping campaigns and 30% to the usual conversion campaigns
- Cell B: contained a campaign with 70% of marketing budget allocated to the usual conversion campaigns and 30% to the Advantage+ shopping campaigns
The team delivered both the Advantage+ shopping campaigns and the usual campaigns to a broad audience of people aged 19–65 in South Korea. The brand earned the following results:
- 68% lower cost per conversion lift for add-to-cart actions for campaign with 70% of budget allocated to Advantage+ shopping campaigns, compared to campaign with 70% of budget allocated to usual conversion campaigns
- 41% lower cost per conversion lift for purchases for campaign with 70% of budget allocated to Advantage+ shopping campaigns, compared to campaign with 70% of budget allocated to usual conversion campaigns