Musti ja Mirri

A Marketing Story by Precis Digital about Musti ja Mirri

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Musti ja Mirri

Increase Sales

Challenge

Musti Group is the leading Nordic pet care specialist operating in Finland, Sweden and Norway. Musti ja Mirri is an omnichannel brand ensuring high-quality services with its online store and over 100 physical stores across Finland. In 2020, one of the main goals for the Musti ja Mirri was to improve the performance across Facebook & Instagram: more product sales, better-converting traffic and optimised product listings in the ads. Rather than boosting sales from short-lived campaigns, the aim was to find sustainable growth from an always-on structure.

Solution

To achieve these goals, Precis & Musti Group set up a plan to update the targeting method, focusing on new ad formats and optimised product listings. We analysed the signals and patterns and decided to start broad and eventually define more niche tracks to optimise towards in a data-driven way. Signal-based targeting Broad targeting combined with signals from various sources was more efficient in serving the right content to the right audience, resulting in better efficiency and higher volumes. Content optimisation Mixing dynamic product ads with brand creatives was one of the success factors of the campaign. Leveraging lifestyle content for introducing the user to the dynamic product ads, resulted in better conversion rates and overall performance. Long-term outlook From the beginning, the structure was optimised towards long-term growth, with testing and analysis of all performance measured against this objective. By driving a more product-driven approach in our targeting, we let the Facebook algorithm do the heavy lifting – thereby increasing ROAS by 54%. We used Facebook’s Dynamic Product Ads to increase relevancy and conduct branded content testing – reducing the CoS by 30%. With product feed management and the right campaign objectives, purchases increased by 32%. With increased purchase volume and better efficiency we managed to create profitable, long-term growth

Social Media Management

Inbound Marketing