We jumped on the chance to be a part of Black Friday for PriceRunner. Quickly adapting a campaign structure and strategy that covered the entire funnel, we could see great results across the board.
Sweden’s largest website for price comparison with over 1,8 million products from over 5,900 stores.
By initially securing the bottom line before targeting newcomers, we could keep reaching profitable traffic on Facebook that also supported other channels. Utilizing user behavior on site and on social media we could make sure we had the most relevant ad content. This resulted in a ROAS of 1.8 for the full week where the majority were new users.
To reach customers throughout the most competitive days of the year we early understood that having a high level of relevant content would be key. With our activities PriceRunner was able to reach 2,3 Million people on Facebook owned platforms in Sweden & Denmark during November, 2018.
Thanks to Awelin’s experience and insights from similar conversion-driven campaigns on social media, we were able to quickly achieve high reach and profitability from new customer groups that we were looking to reach in connection with Black Friday.
At first, we took a deep dive into how we could get the measurement in place in order for us to be able to evaluate the efforts correctly. Later on, after our initial tests, we could easily scale up the most profitable targeting & creatives.