The Italian clothing retailer increased sales by 88% compared to its usual ad campaigns, thanks to Meta’s automated Advantage+ shopping campaigns.
THE STORY
Adding smiles to Italian styles
Founded in Italy in 1961, Terranova designs and sells colorful, fun clothing for men, women and children. Terranova’s simple and creative style is designed to be young, contemporary and suitable for everyone, while offering value for money. Part of the Teddy group of fashion brands, Terranova has 537 shops in 40 countries, and a growing online presence.
Increasing sales and return on ad spend
To mark the launch of its new collection in September, Terranova wanted to explore new ways to increase sales and boost return on ad spend through its ads across Meta apps like Facebook and Instagram.
THE SOLUTION
Exploring the advantages of campaign automation
Terranova launched a new collection with Meta’s Advantage+ shopping campaigns, which automate many time-consuming advertising tasks. Advantage+ shopping campaigns enable ecommerce and direct-to-consumer retail and brand advertisers to potentially achieve better performance, ad personalization and efficiency. These campaigns provide greater flexibility to control ad creative, targeting, placements and budget, and more opportunities to optimize campaigns that drive conversions.
Instead of running several campaigns with segmented audiences, advertisers can use Advantage+ shopping campaigns to combine audiences for a given market into a single campaign structure. This simplifies campaign creation and management, while reducing audience overlap.
Terranova was excited by the possibilities of automation-based Advantage+ shopping campaigns, and worked with the Visioni Agency to build an A/B test to compare Advantage+ shopping campaigns with its usual campaign setups.
The campaigns reached out both to prospective adult customers in Italy, and to existing customers who had completed an “add to cart” event in the previous 30 days. Advantage+ shopping campaigns automatically divided 70% of the ads equally between Feed on Facebook and Instagram. The ads were a mix of photo ads, video ads and ads in carousel format.
THE RESULTS
High achievers
Terranova used Meta’s Advantage+ shopping campaigns to reach a broader audience, increase sales and optimise the time spent on campaign management. Between September 5–22, 2022, the campaign achieved:
88% increase in purchases for Advantage+ shopping campaigns, compared to usual campaign setups
43% decrease in cost per purchase for Advantage+ shopping campaigns, compared to usual campaign setups
52% increase in return on ad spend for Advantage+ shopping campaigns, compared to usual campaign setups
85% greater reach for Advantage+ shopping campaigns, compared to usual campaign setups
Source: terranova