How Beyond the Rack's Return on Facebook Ad Spend Jumped From 28 Percent to 86 Percent

2/4/2015
Private shopping club Beyond the Rack worked with Kenshoo and Bright Forest Media to boost return on ad spend (ROAS) for its Facebook ads. Bright Forest Media utilized Kenshoo to streamline the creation and management of new Facebook campaigns, including daily ad creative rotations while managing, tracking, and optimizing dozens of campaigns at scale.

Beyond the Rack sought to acquire new customers via Facebook ads at the best cost-per-acquisition (CPA) possible while improving ROAS. To do so, it needed to understand how evergreen ad creative strategies impact performance and how to improve Facebook campaign management and optimization strategies to best promote daily sales and effectively scale operations.

"Our flash-sale events offer some of the greatest deals available on designer brand merchandise, but as the name implies, these sales are for a limited time only," said Richard Cohene, director of marketing and business development of Beyond the Rack. "We turned to Bright Forest Media's amazing team to ensure our ad campaigns targeted the right audiences at the right times so customers could take advantage of our offers; with Kenshoo's help, Bright Forrest delivered big time."

After implementing new creative strategies focusing on daily deals and improved optimization, ROAS climbed steadily from 28 percent to more than 86 percent in a period of 60 days, including a month where ROAS nearly tripled, while CPA remained within the target range.

"With any social advertising campaign it's critical to focus on audience targeting and timing to ensure relevancy for consumers, but given the unique nature of Beyond the Rack's flash-sale offers, those parameters get amplified," said Blake Epstein, principal and co-founder of Bright Forest Media. "Kenshoo's industry-leading software, and intuitive workflow allowed us to create, manage, and optimize campaigns quickly and efficiently to maintain Beyond the Rack's pace while improving campaign success."

"Kenshoo's focus has always been on delivering the best solutions for marketers; when a talented team like Bright Forest Media can deliver impressive results on challenging campaigns using Kenshoo software, we know we succeeded," said Gary Nafus, Managing Director, Americas, for Kenshoo. "Kenshoo is committed to delivering advanced solutions for all forms of digital campaign management to empower our partners like Bright Forest Media and Beyond the Rack to continue to exceed their goals."

Named the sole leader in a Social Ad Platforms evaluation by independent research firm, Forrester Research Inc. in The Forrester Wave™: Social Advertising Platforms, Q4 2013, Kenshoo is a two-time winner in the Facebook Innovation Competition for the online sales category, for its Intent-Driven Audiences (IDA) and its Demand-Driven Campaigns (DDC) offerings.

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