Inspiration
June 23, 2023
Meta Performance Spotlight series: How WMP Eyewear is driving awareness and sales with Advantage+ shopping campaigns and Shops Ads
Performance Spotlight is a series that takes an in-depth look at brands successfully driving better performance and efficiency, with the support of Meta tools, to help grow their business.
WMP Eyewear is a family owned and operated company providing fashionable and affordable glasses for men and women. We spoke to the team at WMP Eyewear to learn more about how they are driving growth for their brand from awareness to transaction.
What was the inspiration behind starting WMP Eyewear?
WMP was born out of the need for finely crafted, trendy eyewear that didn’t break the bank. As a young professional, our founder wanted cool eyewear but couldn’t find ones that were within his price range, so he set out to change that and created WMP Eyewear to provide fashionable and affordable glasses for men and women.
How do you define performance for your brand?
Performance for us is having an effective and efficient digital marketing strategy that reduces metrics such as CPA and CAC and increases our ROAS. However, the ultimate measure of performance is brand awareness and resonance: having WMP as a household eyewear brand name with people thinking of us as the go to brand for quality eyewear that's less expensive.
What steps are you taking to drive performance and achieve your business goals?
We continue to invest in our digital marketing efforts by testing and learning with the latest products Meta has to offer. We leverage Advantage+ Shopping campaigns to drive traffic to our website and our Facebook and Instagram shops to not only create awareness and educate customers but to also drive sales.
We launched our shops roughly two years ago and running shop ads has helped us direct customers to a convenient way to connect with our brand and shop from us in an easy seamless manner. This enables us to further our commitment to providing the best customer experience and service. Using ASC to drive traffic to our website and shops helped us see triple digit conversion rates and impressive sales figures that have been among the company's best.
In addition to running paid campaigns, we also collaborate with creators and influencers to create and share organic content on Reels and we ensure we’re regularly connecting with customers via DM to strengthen connections and provide the best customer experience.
Where do you get your inspiration for your ad creative - and what types of creative have you seen work best?
We design our ad creative based on what we see prospective customers engage with the best and what aligns with the look and feel of our brand. We’ve seen that for our ad creative, static studio images with reviews work well. We’ve also seen different types of content format work well including user generated content (UGC).
We’ve learnt that the right creative can make all the difference for our campaigns. Once we started rotating ad creative that we saw really worked, we started selling out of products!
What have you learned from your use of Advantage+ shopping campaigns and how has it shaped your digital strategy and the way you engage your customers?
Our campaigns have shown us what works well for our different audiences and we take these learnings and apply them to future ad creative. With the success of our ASC campaigns, we can get a better sense of how well a product might resonate with customers and that becomes helpful in terms of inventory planning.
With Advantage+ shopping campaigns handling audience reach and placement testing, we can focus more on crafting ad creative that will resonate with a wide range of customers. Through our Advantage+ shopping campaigns we’ve learned that ads authentic to our brand, and reflective of what our existing and potential customers want to see, encourage engagement. This provides a healthy feedback loop.
Any advice for other brands looking to get started with Advantage+ shopping campaigns?
Define your brand’s personality, understand your brand’s key audience and what resonates with them and reflect that in your campaign creative and copy. This will not only help your ads be more effective but also help the AI behind ASC help you find the right potential customers for your business. Once we rebranded and understood our customers better we saw explosive success with our ASC campaigns.
You can learn more about Advantage+ shopping campaigns along with our other Meta Advantage suite of products here and more on Shops here.
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