Bombas
Increasing sales with Facebook Audience Network
SUCCESS STORY
The US sock ecommerce company attracted more shoppers and increased winter holiday sales by adding Facebook Audience Network to its mix of ad placements, resulting in a 69% increase in holiday sales.
20%increase in return on ad spend (after including Audience Network)
13%decrease in cost per acquisition (after including Audience Network)
69%increase in holiday sales in 2018, compared to same period in 2017
THEIR STORY
Socks with a mission
Bombas is a comfort-focused apparel brand with a mission to help those in need. Its founders started the company after learning that socks are the most requested clothing item at homeless shelters, and then set out to donate a pair for every pair sold. Bombas spent 2 years on research and development to refine the everyday sock, focusing on comfort, design and function. Eighteen million pairs donated later, Bombas continues to innovate with new products, while giving back meaningfully to the community.
THEIR GOAL
Increasing product sales
Bombas was looking for additional opportunities to maximize sales and profits leading into, and during, the winter holiday season.
THEIR SOLUTION
Opting into all placements
Over the years, Bombas has run campaigns using almost every ad placement that Facebook has to offer—except one. So when the sock company was preparing for peak holiday season in the last quarter of 2018, it decided to add Audience Network to the mix to see whether it could drive greater business results.
The advantage of delivering ads in Audience Network is that advertisers can extend their campaigns to a wide range of high-quality Facebook-approved mobile app and website publishers. The ads are converted into banner, native and interstitial ads, as well as in-stream videos and Rewarded Videos, across mobile devices. This means that Audience Network provides another opportunity to reach more people, more often, in more places—especially when the ads are delivered using automatic placements, so that Facebook’s delivery and optimization engine can help drive more efficient results.
Bombas chose the automatic placement feature to serve video ads in Audience Network, as well as in Facebook News Feed, Instagram feed, Instagram Stories and Messenger, depending on which platform was most likely to drive the strongest results at the lowest cost at any given time.
The company built fast-cut video creative to showcase the rainbow of colors and patterns that the socks come in, along with messaging such as “There has never been a better time to upgrade your socks! Take 20% of your first purchase.” Each ad had a “Shop Now” call-to-action button that linked to the Bombas website for purchase.
Bombas showed the ads to US adults aged 18 and over, as well as to a lookalike audience based on its best customers.
THEIR SUCCESS
Reaching more people
Bombas determined the results of the October 1–December 31, 2018 campaign using data from Facebook Ads Manager, which revealed:
- 20% increase in return on ad spend (after including Audience Network)
- 13% decrease in cost per acquisition (after including Audience Network)
- 69% increase in holiday sales in 2018, compared to same period in 2017
Products Used
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By opting into all placements, and specifically including Facebook Audience Network, we opened up more opportunities to find conversions at a cheaper cost, which in turn helped us beat our Q4 sales goals.
Michael McTighe
Paid Social Manager, Bombas
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