Driving Fashionably Fast Results
The Asia-based women’s fashion label used the Dynamic Ads API to scale the creation and management of its’ Facebook ad campaigns, running ads more efficiently and achieving a 3X increase in return on ad spend.
Launched in 2012, mizzue is an online fashion outlet that sells women’s handbags in Hong Kong, Macau and Taiwan.
Scaling product ads
With a large catalog of products, mizzue wanted to build an automation tool that would make scaling its product ads on Facebook faster and easier, while maintaining the same highly-focused target audience.
“Leveraging Facebook's Marketing APIs to systematically manage our Facebook ads has been key to our success, resulting in increased ROI across all marketing channels.”
Eric Chow, CEO, mizzue
Generating more ads in less time
mizzue integrated Facebook’s Dynamic Ads API with its enterprise resource planning system (ERP) to automatically create, manage and optimize its Facebook campaigns.
Generating product ads
mizzue started the process by using its ERP system to generate a product feed that included photos, descriptions and prices for each item in its catalogue. After adopting the Dynamic Ads API, their in-house developer used the Facebook Ads SDKs to develop a PHP script that pulled data from the feed to automatically generate posts for mizzue’s Facebook Page. The script then turned these posts into ads with bit.ly links to corresponding product pages on Shopify.
The PHP script scheduled all the ads to run at 8 pm and analyzed their performance 4 hours after their launch. If the cost per add-to-cart for a specific ad set was on track, the script automatically doubled its budget, pulling the funds from ad sets that weren’t performing as well. mizzue also set up the script to not enter the ads auction unless the cost per mille rates was at favorable thresholds.
Targeting and retargeting
To reach its ideal audience, mizzue set specific parameters to automatically exclude customers who have recently purchased something from the company. The parameters also allowed the team to re-target audiences based on when they last saw a specific ad or added an item to their shopping cart.
Facebook’s Dynamic Ads API allowed mizzue to set up and manage its ads quickly and effortlessly, increasing the return on ad spend by 3X. With plans to expand into Southeast Asia and Europe, the company also achieved the following results from June to Dec 2015:
boost in monthly sales revenue
increase in return on ad spend
increase in ad management efficiency