Musti Ja Mirri: Using a signal-based approach to drive performance in Facebook and Instagram
In 2020, one of the main goals for the Musti ja Mirri was to improve the performance across Facebook & Instagram: more product sales, better-converting traffic and optimised product listings in the ads. Rather than boosting sales from short-lived campaigns, the aim was to find sustainable growth from an always-on structure.
54%
ROAS Increase
54%
ROAS Increase
30%
Decrease in COS
30%
Decrease in COS
32%
Increase in purchases
32%
Increase in purchases
In 2020, one of the main goals for the Musti ja Mirri was to improve the performance across Facebook & Instagram: more product sales, better-converting traffic and optimised product listings in the ads. Rather than boosting sales from short-lived campaigns, the aim was to find sustainable growth from an always-on structure.
To achieve these goals, Precis & Musti Group set up a plan to update the targeting method, focusing on new ad formats and optimised product listings. We analysed the signals and patterns and decided to start broad and eventually define more niche tracks to optimise towards in a data-driven way.
Signal-based targeting
Broad targeting combined with signals from various sources was more efficient in serving the right content to the right audience, resulting in better efficiency and higher volumes.
Content optimisation
Mixing dynamic product ads with brand creatives was one of the success factors of the campaign. Leveraging lifestyle content for introducing the user to the dynamic product ads, resulted in better conversion rates and overall performance.
Long-term outlook
From the beginning, the structure was optimised towards long-term growth, with testing and analysis of all performance measured against this objective.
Planning and implementing the new set-up with Precis worked out smoothly and we are pleased with the results in Musti ja Mirri’s social channels. We want to make the life of pets and their parents easier, safer and more fun, and offering the most relevant products to the right audiences is one way to demonstrate this.
Nea Hanén
Social Media Content Producer
Let’s unlock your true marketing potential
Discover how our strategies can elevate your brand and drive results today – start with getting in touch.