Evergreen Social Media Ads

Melissa Shoes relied heavily on social media ads (Instagram and Facebook) in 2019 and 2020. The seasonal evergreen ads proved to be the most successful campaign for both retargeting and acquisition.

Brief:

Create social media ad campaigns that run everyday that retarget website visitors and target potential new customers. Use a first time buyer discount to increase conversion. Change the imagery seasonally to keep the ads fresh.

Approach:

Ad Design/Imagery: The inaugural campaign imagery highlighted the product selling features in a checklist type of animated Gif with a single side profile image of our best selling styles. It was clean and simple and the animation made it engaging to the audience. The acquisition imagery included a quote from Vogue magazine from an article that highlighted the Melissa brand.

From the initial campaign images we saw areas of improvement for the next set of ads. We found that the audience really liked the Vogue quote and thought they would like customer reviews. In the second round of the evergreen campaign we also included out children’s line Mini Melissa. We knew that our Mini Melissa audience reacted to bright, colorful product images, so we used that knowledge to our advantage and added text to showcase our 5-star reviews.

The caption copy was focused on the seasonality of the imagery and always highlighted the 15% OFF discount or Free Shipping, and coupon code. On the Facebook ads the headline was focused in the discount since this is the factor that would lead to the most conversions.

Target Audience: For the evergreen campaigns we focused on retargeting and acquisition.

For our retargeting ad sets, our audience targeted users who have visited our website in the past 30 days without making a purchase and did not sign up to receive marketing emails. We used a the embedded Facebook Pixel on our website. Visitors who sign up for our marketing emails receive a 15% discount code that is different than our Social Ads code, this way we could better track where our first-time buyers are coming from.

For our acquisition ad sets, our audiences varied based on the imagery that we were using in the ads. When we were using the ads that highlight the quotes from fashion publications like Vogue, we targeted users who were following fashion publications. This was successful because the people who follow the fashion publications trust its opinions and views on a product. Other groups we targeted was look-a-like audiences of users who have visited our website or follow the brand on Instagram. This is determined by the Facebook Pixel we have embedded in our website. Lastly, we targeted users who shared interests that aligned with our brand and our ethos, such as fashion and sustainability.

Results: The evergreen ads ran from January 2019 to November 2020. These are the lifetime results.