About the Brand

Driven by the belief that nature has the solutions, icebreaker provides natural performance alternatives to synthetic based apparel to create a healthier more sustainable future for our species and the planet. Their roots are founded in the land of the merino sheep – that drives them to continue to lead, innovate, and create from what nature provides.

The Challenge

icebreaker wanted a better understanding of what level of incrementality Facebook brings to their business and what role Facebook plays in bringing in new revenue versus revenue from consumers who would have purchased regardless of the media.

Our Solution

Blue Moon Digital, in conjunction with Facebook, set up a test containing both a test and control audience across all Facebook campaigns with a conversion objective to better understand the revenue driven through Paid Social. This test helped us understand how many consumers would have purchased whether they had seen the ad or not and how many purchased strictly because they were served the ad.

Our Results







At a spend of $27,022 and 98% confidence in the results, Blue Moon Digital saw a total conversion lift of 10.4% from 203 conversions and $26.1k total in revenue (9.6% lift). This led to an overall increase in ROAS by .94x at a $133 cost per conversion lift.

The cheapest of these conversions were driven by women ages 24-34 at a cost per conversion lift of $80.29.

“I can trust that BMDi will always continue to push the boundaries of what paid social has to offer. BMDi is constantly proving the strength of their own strategies and pushing themselves to ensure that they are seeing the strongest results possible from each campaign.”

– Dan Maas, Global Head of Digital Content, icebreaker


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