Case Study

Lacoste Face Mask Campaign

How Clarity Always Beats Cleverness for Truly Unique Offers

48.12

ROAS (Prospecting)

$1.67

Cost per Purchase

$0.07

Cost per Click

7.9%

Clickthrough Rate

In July 2020, when cities began to reopen, and Facebook allowed the advertising of fashion/non-PPE face masks, Lacoste launched a face mask logo with their iconic logo and high-quality design, in various classic colors.

Voy Media knew this would perform well because it was a very unique and timely offer. Because it was a very unique product, we didn’t need fancy videos to hook the viewer’s attention and communicate the benefits – the offer is so unique and timely that showing it in the clearest way possible would be effective, as the offer’s uniqueness is enough to differentiate itself, capture attention and desire, and inspire people to click to the landing page. This is a common trend for revolutionary products/brands we’ve worked with, who shake their entire industry, like Big Life Journal, LashLiner, UMG Gaming, Paw.com and more.

We did completely broad targeting in prospecting because the algorithm is so smart on Facebook that it can find our target customer easily, plus the CPMs are much lower than if we do smaller niche audiences.

Our Results (Prospecting/Top of Funnel only)

  • 48.12 Return on Ad Spend (ROAS)
  • $1.67 Cost per Purchase
  • $0.07 Cost per Click
  • 7.9% Clickthrough Rate
  • 1,034 purchases
  • $67 Average Order Value

We sold out their entire inventory extremely quickly before we could scale a lot more ad spend.

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