“AdEspresso sparked our journey into optimizing and creating a multitude of ads to address all of the issues we were having related to both creative split testing and targeting audiences. The rigorous split testing processes allowed us to discover exactly what images, videos, and ad text worked for our young brand.”
GlobeIn is a social business with a mission to empower artisans around the world. Each month they send an exclusive Artisan Box subscription, featuring handcrafted products from global artisan where every product fights poverty through job creation and fair wages. Each box is curated around a monthly theme by their editor to bring subscribers exciting products that make them feel well-traveled and connected with distant cultures around the world.
Challenge
After starting experimenting with Facebook advertising, the organization wanted to increase revenue and customer base, reach new customers, and recover sales lost along the funnel.
Solution
GlobeIn tested warm and cold audiences and introduced retargeting in their digital advertising strategy, thus being able to select the right targeting combinations.
- Remarketing. They reached back to people who had interacted with the brand but did not purchase — a key strategy for subscription box services. With the help of AdEspresso Facebook experts, they built large custom audiences to target people that engaged with their ads and/or page posts, visited their site, and watched their videos – either ads or organic.
- Audience Split Testing. Using AdEspresso’s audience split testing options, GlobeIn experimented on interests, lookalike audiences, and combinations. They combined a 10% lookalike audience with interests and a 6-month commitment offer, resulting in the best ROI they had ever recorded for any Facebook Ads campaign.
Split testing insights allowed GlobeIn not only to keep up with sales but also to plan ahead: by using AdEspresso’s clear analytics, they were able to line up their monthly photoshoots and videos for each new box. This was important as it helped their creative direction as well as lowering their CPA.
Results
By using AdEspresso and the flexible and low-cost Concierge service, which offers a one-month rolling subscription and doesn’t charge a percentage of ad spend, GlobeIn was able to double in size year over year for the last three years.
Intuitive split test capabilities allowed them to test on design and targeting and optimize their next initiative thanks to the results of the previous one. This helped them in devising their marketing strategy as well as improving their revenues.
- 2X YoY growth since 2017
- 5X Increase in subscriptions