Meta Performance Spotlight series: How Stringjoy is using Advantage+ Shopping Campaigns to reach and inspire music lovers to purchase better strings for better music

Stringjoy is a boutique guitar string manufacturer crafting high quality strings to deliver a better experience for guitar players all around the world. As a company that focuses on string performance, not just speed or efficiency, we spoke to Scott Marquart, President of Stringjoy to learn how he’s driving performant Advantage+ Shopping Campaigns to raise awareness about Stringjoy’s mission and sell its world class strings to music lovers of varying skill levels.

What was the inspiration behind starting Stringjoy?

I started Stringjoy back in 2014 with the goal of delivering a better musical experience to guitar players by producing high quality guitar strings. I noticed that the importance and impact of strings on how guitars sound was understated and made it my mission to raise awareness that the right set of strings can have a huge impact on the way guitars sound and ultimately how often players pick up and enjoy playing them.

How do you define performance for your brand?

The primary goal of our advertising efforts is to bring new customers into the fold. We want people to purchase and try our strings, love them, and not want to use anything else. As such, we’re always working to achieve efficient CPA's for customers who are clicking through and buying our strings.

What steps are you taking to drive performance and achieve your business goals?

Since we started advertising with Meta back in 2015, we’ve been able to grow our brand awareness with consumers profitably and we recently started investing in Advantage+ Shopping Campaigns to help us continue to reach the right people at the right time with the right Stringjoy product for them and have seen success with it. Compared to our BAU campaigns, we've seen a 12% reduction in CPA and a 13% increase in ROAS with Advantage+ Shopping Campaigns and it has allowed us to scale our awareness as well as our revenue.

Additionally, our investment in Advantage+ Shopping Campaigns have gone beyond our online presence. We sell direct-to-consumer via our website, through 300 plus dealers in the US, and internationally as well, and we’ve seen an incredible fringe benefit over the years of people who might not necessarily purchase through an ad online but are more likely to purchase in store because of the strong brand recall created by our Meta ads.

Tell us more about how you got started with Advantage+ shopping campaigns and what your experience has been like?

We started testing Advantage+ Shopping Campaigns when it was launched and it has helped us transition from our previously complex campaign structure, which required extensive management and oversight, to campaigns where we are able to tell Meta’s AI our goals, budget, and audience and it intelligently uses our budget to reach and move new customers who haven’t heard about us to customers who might purchase from us.

Advantage+ Shopping Campaigns have enabled us to become more comfortable with experimenting. We can feed our campaigns with different creative concepts and copy and trust that Meta’s AI will make the best decision on what's going to work for different people at different stages in the customer journey and this has been very transformative for our campaign performance.

Where do you get your inspiration for your ad creative - and what types of creative have you seen work best?

We run the full gamut from professional images, images taken on a phone, and customer testimonial videos to highly produced videos. We trust the algorithm to determine what’s going to work best and we’ve seen that less produced creative does really well. We recently had a campaign that performed well with pictures taken on my phone without any editing at all. With creative, the goal is to try a lot of things and see what's going to really work and this has gotten a lot easier to do with Advantage+ Shopping Campaigns as we’re able to iterate a lot of different versions of creative and see what works well.