Buy Me Bunch Buy Me Bunch was lucky enough to experience rapid growth organically through Facebook, Instagram, and Pinterest. Enough so that keeping up with that demand was a challenge within itself and expanding into paid marketing was not even a consideration. During this rapid growth they were purchased by another client, The Chive, who sold a significant amount of t-shirts and other apparel to a similar audience through their eCommerce site The Chivery. With a larger company backing them, Buy Me Brunch was in a position to handle increased growth. Because we were seeing significant success with The Chivery on Facebook advertising, we decided to start there with Buy Me Brunch.
Test targeting ads towards current followers and fans of Buy Me Brunch as well as custom and lookalike audiences to increase new customers.
Facebook and Instagram ads.
For the first 2-3 months, we averaged a 200% return on ad spend while we tested out a different ad types, creatives, and audiences. We dropped our initial cost per conversion by 130% within two months. About 3 months in we were starting to see so much success from non-fans, which were more likely to be new customers, that we shifted all the budget to these audiences. From here, we were able to drive a 400% return on ad spend consistently (keep in mind that was during non-peak seasons). During November and December, we were seeing an 800% return on ad spend (see the spikes in the chart below). On average, we were driving 250+ new orders per month with more than $50,000 in additional revenue. Also, we were only reporting on click conversions so no view through were given credit. Alongside increasing orders and seeing a 400% return on ad spend in the first 12 months, we increased their page likes from 10k to 65k directly from our ads.