Alessa wanted to launch its new fashion collection and boost sales, reach new audiences and ultimately increase market share.
Alessa wanted to launch its new fashion collection and boost sales, reach new audiences and ultimately increase market share. Launch of a new collection is a crucial moment for the brand. The main objective of the campaign was to increase the number of automated chat-bot subscribers and maximize ROAS.
Today, Alessa has more than 60,000 customers who eagerly await every new launch, and the pressure is there for the brand to delight them once again and overdeliver. Alessa is considered by many to be the Bulgarian premium fashion leader – with over 1.5 million likes on Facebook, a Forbes cover, a record of 5436 products sold in 24 hours and over 62,000 happy clients, including some of the most up-to-date actresses, singers and models in the country.
While broad audience was targeted to attract new buyers based on interest geography and demographics, extensive targeting using custom audiences and lookalikes helped gain record-breaking results.
Messenger ads combined with Dynamic ads enriched communication and allowed direct purchase initiation via the chatbot solution. To make a better use of data and tailor the targeted user proﬁle, custom audience strategy was implemented to increase chat bot subscription.
Dynamic ads combined with account simpliﬁcation further impacted the increase in results.
Active Messenger bot subscribers
Return on ad spend
Higher ROAS than previous campaign
"The Httpool team advised us how to simplify our account and consolidate our campaigns to harness the power of Facebook's tools. We've seen a big increase in our ROAS - reaching a 42.6x ROAS for our fashion collection launch. Now we're also able to scale much more proﬁtably and increase our daily budgets up to three times."
Mimi NenkovaCo-founder / Fashion Designer