The client contracted WebSuitable to launch online sales through Facebook ads and increase brand awareness across Canada and the United States. The product being sold - ice cleats - is highly seasonal and is only in demand during the winter months. This leaves a very narrow opportunity window and maximum efforts need to be made during this short period of time. 

Steps Taken

Since the brand was new, a Facebook page has been created and a general engagement/awareness campaign was launched. This campaign aimed to accomplish several simultaneous objectives: 

1. Warm up the ad account (brand new accounts with little to no spending history often get banned shortly after their first ad launches)
2. Drive awareness (through reaching to the general public) 
3. Collect page likes (building the community while at the same time building up the audience for targeting)
4. Collect information about the target audience (demographics, age, location, devices etc) 
5. Generate online sales 
   

Creative Testing

Ad copy and creatives were rotated every 2 weeks to determine the best performing combination. 

Tracking

Tracking was implemented through the Facebook pixel as well as through the conversion API. Shortly after the ad campaign was launched, iOS 14 update was introduced by Apple, so we needed to additionally verify the domain and set up aggregate events measurement. 

Results

Campaigns performed exactly on target. We have collected sufficient data to further implement and scale ad campaigns during future seasons.