End of Season Sale done right…

MisterZimi-Hero

Mister Zimi is an Australian fashion label that captures the sentiment of summer through bohemian-inspired designs. The campaign’s purpose was to generate buzz and boost traffic for their end of season sale.

THE HIGHLIGHT $402,178.97 within 24 hours
THE SPEND $12,074.85 total ad spend
THE RESULT 10.52x ROAS
THE WIN $42,600 revenue from TOFU, first-time purchasers

$402,178.97 within 24 hours

$12,074.85 total ad spend

10.52x ROAS

$42,600 revenue from TOFU, first-time purchasers

PHASE 1

List Building Strategy

Example Facebook Ad

The End of Season Summer Sale teaser campaign began 6 days prior to the sale. Because of our long-term goals, we created three audience segments. For each audience, we created a unique ManyChat flow.

Audience Segment 1/ManyChat Flow 1:

This audience segment consisted of TOFU and MOFU audiences. We excluded the client’s full email and purchase lists.

The goal for this segment was to have them subscribe to ManyChat and give their email addresses for future list-building opportunities.

Audience Segmentation ManyChat Flow 2:

This segment was our PPS audience, specifically targeting our email and past purchasers list. Exclusions were those we designated to a high customer lifetime value (HCLV) list.

The goal for this segment was to elicit subscribers to ManyChat.

Audience Segment 3/ManyChat Flow 3:
The final segment was a PPS audience designated to our HCLV list, which was exported from Shopify with the conditions of having purchased more than 7 times and/or spent more than $500.

This segment was also only asked to subscribe to ManyChat, and we put them through a flow that looked identical to Flow 2.

This list was created specifically for a long-term play.

Part of the value of ManyChat is its ability to gather PSIDs. This is a specific ID number created for each individual user when they interact with your business through Messenger.

These PSIDs can be exported (if you’re using ManyChat Pro), then used to create Facebook Custom Audiences for your Facebook ad targeting.

So, long-term, we segmented this HCLV list to gather and use their PSIDs to create look-a-like audiences for future targeting.

Example opt in message
PHASE 2

Pre-Engagement

To keep our subscribers warm and create excitement for the upcoming sale, we created 3-day ManyChat flows for each audience segment. Because of the 24-hour rule, we designed our flows to elicit engagement within the open 24-hour period so we could open a new 24-hour period for follow-up messages.

Our 3-day flow was designed to broadcast a new message 23 hours after each engagement. This extended timing allowed us to be respectful of subscribers, reducing the risk that over-messaging might have a negative impact. It also kept us within our 24-hour window, creating the next opportunity for engagement within the channel.

Messaging was light-hearted and focused on creating anticipation for the upcoming sale and bolstering brand affinity:

PHASE 3

Launch Day

On the day of the sale, we purchased a Sponsored Message and broadcast it to our entire ManyChat subscriber list, informing them that the sale was live. We also notified our email list.

RESULTS

What worked well

The teaser campaign created anticipation and fostered their amazing day-one revenue. Creating the three audience segments added to their email list, reduced friction for those already on their email list, and yielded valuable information for future look-a-like campaigns. Not only did we have a record-breaking sale, but we bolstered other marketing channels with this single campaign.

FINAL THOUGHTS

Learnings

Our intention was to create true exclusivity for our ManyChat subscribers by letting them be the “first to know” when the sale was live. However, because our 24-hour engagement flow was over 3 days and list-building commenced 6 days prior to the sale, not everyone on our list was eligible for a promotional blast.

The “sale is live” announcement could only be sent to the entire list via a Sponsored Message.

The problem here is that Sponsored Messages are fed out to users by a Facebook algorithm rather than a true live blast. This meant that not everyone on our ManyChat list was truly “first to know.” Although the sale saw remarkable results, our takeaway is to create a non-promotional strategy so that more of the list is eligible for follow-up.

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