Moonlight Mountain Gear - Case Study
300% more revenue from Facebook ads within 3 month while keeping ROAS (5+)
Selling mountain gear and skiing equipment is no easy task, especially when COVID's around. However, with UAWC's magic touch, everything becomes possible.
Moonlight have recorded a 300% increase in revenue from Facebook Ads in the first three months of working with us.
About Moonlight Mountain Gear
Moonlight Mountain Gear is a Norwegian producer of skis, headlights, climbing equipment, and clothes for tourists and mountain climbers. They have an e-commerce store (www.moonlight.no) to sell their products. All their products are of high quality and specifically made to be used in the harsh Norwegian climate.
Goals
Audience research and segmenting
We needed to find people with high buying intent and put them in our marketing funnel
Set up tracking
We needed to implement Google Analytics and Facebook Pixel to start getting accurate conversion data
Increase in sales and expansion
We needed to draw more new customers to the ecommerce store and convince the existing ones to keep coming back
Advertising channels
The Road to Greatness
The Challenge
At the start of our work with Moonlight, the company was facing several problems.
As COVID struck, the tourism industry crashed all over the world, leading, among other things, to a decrease in demand for mountain gear. This led to fierce competition, and the product's quality alone was not enough to come out on top.
Aside from that, their brand was not well-known. In an industry where customers are quite literally trusting their lives to the products they buy, brand recognition and brand trust are vital.
The performance of Moonlight's PPC campaigns left much to be desired. They had no remarketing efforts going on, no interest targeting, and their audience segmenting was mediocre.
The Strategy
Right from the start, we knew that our first priority had to be interest targeting.
Aside from that, the client's extensive inventory was a perfect foundation for a catalog ad campaign.
In terms of creatives, we focused on tempting customers with high-quality images of beautiful Norwegian nature to showcase the experiences Moonlight's products could help customers enjoy. These creatives were a perfect fit for Instagram.
The Results
Interests
After extensive studying of Moonlight's product catalog, we identified the main interests we could target for them. By utilizing cross-interest targeting, we made sure our ads reached the relevant audiences.
The average ROAS we achieved for these campaigns was 4.
On Instagram, we ran two ad sets: one for retargeting and one for interests. Out of these two, retargeting proved to be the most effective strategy with a ROAS of 6.
Catalog Sales
Our catalog campaign focused on retargeting and consisted of two ad sets targeting users who viewed or added products to the shopping cart in the last 14 days. As a result of precise audience targeting, we achieved a ROAS of 5.
Collection Ads
Even though the selection of placements for this ad type is limited, the results turned out to be amazing. We recommend trying collection ads for any e-commerce store.
The average ROAS for our Collection Ad campaigns was 7.
Lookalike Ad set
Lookalike Audiences are an amazing way to draw in more clients similar to the existing ones. And there is only one thing better than a lookalike audience - two lookalike audiences!
The first one we created was based on a custom audience that has engaged with the client's website and Facebook Pages.
For creating the second, we used people who have made purchases in the last 30 days.
For Moonlight, the latter worked best with an average ROAS of 5.
Charity post
The one creative we would like to highlight is the charity post Moonlight has published on Black Friday in 2019. Their kindness and generosity created an emotional connection with their potential customers and helped them build a reputation as a benevolent business.
The ROAS from this post in a Website conversion campaign averaged at 5.
What this case study shows is that no matter what kind of products a business is dealing in, we can help them grow. Sign up for a free audit in the form below and let us take your marketing from good to amazing!