Adaptly Drives Increased Black Friday ROI for Currys PC World

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Cutting through the noise on a content-rich platform like Facebook is challenging at the best of times. Try to deliver an engaging message around Black Friday increases that challenge exponentially. Adaptly’s strategy of re-engaging lapsed customers with Dynamic Product Ads on Facebook ensured they were delivering a targeted approach across their seven product sets, by understanding previous user behaviour. Despite CPMs understandably being 84% higher on Black Friday than the rest of November, conversion rates increased 37% on this day with an ROI 1.47x the month average. It goes to show how powerful data and creativity can be when they work in tandem.

Case Study Content

In order to capitalise on the Black Friday sales peak and keep a strong momentum over the Christmas period, electrical retailer Currys PC World worked with agency Blue449 and Adaptly to run a series of Dynamic Product Ads on Facebook. The key objective was to drive cost-effective ROI over this prime period in the annual retail calendar. Over the two-month flight period, DPA activity drove an impressive number of tracked orders at an average ROI of 3.60x. Black Friday performed especially well with a ROI 1.47x higher than the November average. 37% of the entire month’s revenue was delivered on this day alone.

The original article can be found on Exchange Wire.