About the Brand

Fashion brand MILLY epitomizes bold, advanced contemporary fashion with a graceful, feminine edge.

The Challenge

With an emphasis on customer acquisition, the brand sought to increase Facebook fans and expand their social reach.

Our Solution

We leveraged MILLY’s current customer base, in this case, customers that had opted into the brand’s email list, to create four custom audience segments:

  • MILLY email subscribers (non-Facebook followers)
  • Look-a-Likes (modeled off of current email subscribers & brand followers)
  • Fashion (online shopping interests)
  • Competitors (Facebook followers of other designers)

Our Results







Gain 2,500 new qualified Facebook
followers through Facebook custom audience ad targeting.

MILLY was able to lift their Facebook likes from 59,000 to 76,000 likes over the course of a six-week campaign.

MILLY’s Facebook campaign was 26.5% to goal in just the first day.

Over the course of the six-week-long campaign, MILLY saw a 29% boost in qualified Facebook likes, acquired 17,000 new brand followers, and surpassed their goal of 2,500 likes by 680%.

“Blue Moon started with the basics by trying to convert our email opt-ins into Facebook followers, but also extended our reach by targeting look-a-like consumers on Facebook. Not only did we receive almost seven times the number of new fans we set out to obtain, but, more importantly, we are now able to saturate these ripe consumers with the MILLY story.”

– Tatiana Perkin, Vice President, Global Brand Marketing at MILLY


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