Alex and Ani and RSPCA

1. https://www.facebook.com/business/success/alex-and-ani

2. Daughters
https://www.facebook.com/business/success/alex-and-ani

3. Compared click optimization and conversion optimization to see which approach is better.
This allowed them to see clearly why customers were all coming back to the website.
https://www.facebook.com/business/success/alex-and-ani

4. Used data gathered from Facebook pixel on its website to create a custom audience of people who
Visited the website. They also put tracking pixel to track certain actions people took on its website including
“view content” “Add to cart” and purchase.
https://www.facebook.com/business/success/alex-and-ani

5. Quantifying the improvements in return on ad spend when optimizing on conversions
helped us understand how much revenue we’ve left on the table when optimizing on
other metrics. As a result, we’ve worked closely with our agency partner to ensure all
direct response initiatives are optimized on conversions moving forward.
https://www.facebook.com/business/success/alex-and-ani

6. 3.3X return on ad spend for conversion optimized ads
43% higher return on ad spend for conversion-optimized ads than for click-optimized ads
22% higher online sales for conversion optimized ads than for click-optimized ads
18% lower cost per purchase for conversion optimized ads
https://www.facebook.com/business/success/alex-and-ani

7. The oldest and leading animal welfare charity in the state of Queensland
Australia.
https://www.facebook.com/business/success/rspca-queensland

8. They use video ads to debunk the common stereotypes that portray the dogs as aggressive and unsuitable for
families with young children.
https://www.facebook.com/business/success/rspca-queensland

9. To reach a wider audience, RSPCA Queensland also
used Lookalike Audiences to show its video ads to
people with profiles similar to its previous adopters,
and interest targeting to reach people who had shown interest in dogs and pet-related subjects.
https://www.facebook.com/business/success/rspca-queensland

10. RSPCA Queensland had an overflow of rescue bull-type dogs in its shelters, due to the
damaging stereotypes surrounding the breeds. It wanted to change perceptions by promoting
the dogs as fun-loving animals that were suitable for adoption.
https://www.facebook.com/business/success/rspca-queensland

11. “Facebook’s ability to provide us with multiple digital touchpoints
within one platform allowed us to implement a much more
sophisticated strategy than would have otherwise been possible.
The amazing support we received from RSPCA Queensland’s Facebook community also amplified our message,
enabling us to reach a large audience despite having limited media budget.”
https://www.facebook.com/business/success/rspca-queensland

12. 44% increase in bull- type adoptions during campaign period
24% increase in bull-type adoptions one month after campaign period
1.2 million people reached
https://www.facebook.com/business/success/rspca-queensland