We’ve talked about FB Messenger Ads a few times in the Carnage. With 1.2 billion people using Facebook Messenger, the “Destination Ad” definitely warrants a few shoutouts.
If your company isn’t doing the damn thing, maybe today’s Read will inspire you to do the damn thing. Before we get to some of the best ways brands are effectively using FB messenger ads, some things to consider:
- Messenger ads are one of the most direct ways of marketing because they show up in a very personal digital space (the main inbox tab between chat threads).
- Email campaign and company websites have limited reach — Messenger ads are way more visible.
- Messenger ads offer customers access to more personalized service than ever before.
- Retailers can sound more conversational and less like a brand just selling something.
Here’s how some smart brands are taking advantage of this feature:
- Sephora’s goal was to drive more reservations with their in-store makeup service. With messenger ads, Sephora was able to bring clickers straight into a convo about booking a time, and they saw an 11% higher booking rate as a result.
- Pura Vida Bracelets uses carousel ads to hold a customer’s attention longer, increasing the chance of them seeing something they like.
- Tieks by Gavrieli reaches out to people who’ve clicked on an ad in the past. If they haven’t seen you in awhile, they message you directly, like “Hey whatsup, it’s been awhile. We think you’d like this…”
- Shop Spring targets people who are new to the brand and asks them a lot of questions, getting to know their potential customers better.
- Everlane sends a thank you note after they get an order and a promise to keep the customer posted about it. But, they go a step above and let customers track their order in Messenger in real-time!
- Absolut uses Messenger ads to raise brand awareness with mini campaigns within the app. The campaign far exceeded Absolut’s projections — 2x more.
That’s only half of them, and the others are just as savvy, with even more techniques that really paid off.
