Far Niente Case Study
Assignment
Test local Meta ads using a variety of creative and target audiences to uncover the most effective strategy to support local retail distribution.
Objectives
- Execute a 4 month plan to allow for refinement of creative executions and target audience.
- Test creative executions against the previous weeks “winners”.
- Test two audiences: Meta affinities vs. lookalike of current database (consumers in the database within zip codes with distribution).
Methodology
Target zip codes within a 25 mile radius of retail stores to drive engagement and and store locator searches. Create product focused and people-focused focused creative executions. Test affinity vs. lookalike audiences.
One brand performed better with product focused creative. The other with people focused creative. For both brands the Meta affinity audience performed the best.The ads outperformed the 2024 benchmark 0.43 cents per store locator search. The Far Niente campaign’s result was 0.27 cents per store locator search.
Proved out the hypothesis we could drive website store locator searches with both new and existing audiences to support retail.
Far Niente was interested in testing locally targeted Meta ads to drive traffic to search for retail stores carrying at least 2 of their brands