Paid Social – Rareform

The marketer had to begin by thinking outside the box (or board), as the client had a challenging problem. Since Facebook encourages campaigns to be consolidated, it tends to favor just one piece of creative. But this would cause Rareform to sell out of their best-performing SKU, dropping revenue. So the marketer set up a new, detailed campaign structure that would allow for SKU and creative testing to scale beyond just one product.

By dispersing the pressure across multiple SKUs and creatives, the marketer was able to keep both Facebook’s algorithm happy and the client’s revenue steady. The client was also able to restock more quickly, since there was less stress on single products in their supply chain.

Once this new structure was created, the marketer implemented a detailed testing structure to quickly identify qualities that perform—whether it’s in the hook, messaging, or the SKU. Learnings from these tests were then rolled into new content, creating an ever-improving creative strategy.