Calla & Ivy Facebook Campaign

Calla & Ivy, a flower business in Amsterdam, is focused on building out its e-commerce business. Sales in the store in Amsterdam have been great, and people especially like the bouquets Imra, the owner, and her team create. 

Now, they are offering the same bouquets online.  In order to increase online purchase the store decided to run a Facebook Campaign on Meta Channels.

1- Project Description

They launched the website, and sales have been good so far, but they would like to see a further increase in sales of 10% by the end of Q1 (the first quarter of the year).  The team decided to run a campaign focused on fall bouquets on the Facebook platform, including Facebook, Instagram and the Audience Network. 

This campaign should help them generate more traffic to the website, so people get to know the brand and its offering.  And, they hope that this will make people buy bouquets when the time is right.

2- Facebook Campaign Objective

The first step in any campaign is to determine your goal or objective you would like to achieve. The goal also should be SMART.

Calla & Ivy Campaign Goal: Increase in sales of 10% by the end of Q1.

Then you determine the KPIs to help you measure you progress towards achieve your goal.
Facebook Campaign KPIs:

3- Campaign Settings

For the campaign, Calla & Ivy decided to target people that are similar to their best clients in their store in Amsterdam, women, between 24 and 55 years old who are interested in cut flowers.  And, while they are ramping up delivery for the entire country, they initially target the Northern Holland region.

The campaign will run on Facebook, Instagram & Audience Network.

Campaign Settings will be:

• Campaign Objective: Website Traffic (Link Clicks)
• Audience:
  – Age: 24 – 55
  – Gender: Women
  – Location: North Holland
  – Interest: Cut Flower
• Placement: Facebook, Instagram and the Audience Network.
• Duration: January 1 – March 31 (Year Q1)
• Budget: $2,824.5

4- Campaign Ads

The team decided to add a promotion to the campaign, offering free shipping.  But, they were curious about what would make people click more – free shipping or 10% off. Either offer would result in the same cost for Calla & Ivy.

The team created two ad versions & decided to include an A/B test to evaluate which ad would help them most to achieve their campaign objective.

5- Campaign Results

The campaign Calla & Ivy ran was focused on generating traffic to the website.  Clicks on the ads result in website visits.  While the focus of this campaign may not have been sales directly, as people visit the site, some people purchase flowers and that generates revenue that is directly associated with this campaign. 

From Ads Manager Dashboard, we can easily find campaign outcome as shown:

Calla & Ivy recorded the data below for the people that visit the site as a result of clicking on the ads in their campaign.

Metric	Data
Conversion Rate	2%
Average Purchase Value	$40
Average Cost Per Purchase	$15

Total Campaign Outcomes:

6- A/B Test Result

After the test ends, the winner is determined. The winning ad is “Free Shipping” Version with 95% Confidence Score.

Learn More About Facebook A/B Test.

7- Campaign Conclusion & Next Steps

Here are the top findings from Calla & Ivy Ad Campaign:

• Concentrate Ads in March.
• Focus on 35 – 45 Years Old.
• Use Creative with “ Free Shipping Offer”.
• Test more to Increase Conversion Rate (>2%).
• Create a Retargeting Conversion Campaign for People Visited but didn’t Purchase.

I hope you enjoyed reading. For any help in your upcoming projects feel free to Contact Me.