About the Brand
Bliss is a spa skincare brand that combines 20+ years of professional skin expertise with cutting-edge innovations and nourishing ingredients to create products that leave you – and your skin – glowing.
Bliss wanted to test the effectiveness of using four or more ad placements from the Facebook family of apps to raise brand awareness and purchase intent.
In the past, Bliss placed ads in Facebook News Feed, Instagram feed, and Instagram Stories, but wanted to know if adding four or more placements would help raise brand awareness.
To accomplish this, Blue Moon Digital placed a mobile video ad campaign in Facebook News Feed, Instagram feed, Instagram Stories, and Audience Network.
The BMD team targeted people interested in beauty retailers and products who live near stores that sell Bliss and allowed Facebook to allocate the most budget to the highest-performing ads through Facebook’s campaign budget optimization. The team also showed the ads to a lookalike audience based on shoppers who had visited the Bliss website.
INCREASE IN PURCHASE INTENT (CAMPAIGN WITH MORE THAN FOUR PLACEMENTS)
INCREASE IN REACH (CAMPAIGN WITH MORE THAN FOUR PLACEMENTS)
LOWER COST PER PERSON FOR INCREASE IN PURCHASE INTENT (CAMPAIGN WITH MORE THAN FOUR PLACEMENTS)
A Facebook brand lift study was used to measure the results. The study polls people who were served the ads about their awareness of the brand and purchase intent, then compares those answers to a control group who were not served the ads.
The study found that when Bliss ran its April 1–May 17, 2019 campaign with video ads appearing in four or more places, the ads delivered stronger brand results than ads appearing in only two places (all else remaining equal).
“We were looking for a way to understand how best to leverage the Facebook platform to drive consumers to purchase in store.
The results of this test illustrate that letting the consumer’s behavior inform our placement strategy allowed us to reach more consumers at the most cost-efficient rate, in addition to increasing purchase-intent, our ultimate goal.”
– Karilyn Anderson, Vice President, Digital, Bliss