Challenge
A beauty and cosmetic company needed help scaling new customer acquisition in Facebook. While they had some success with Facebook’s audiences they struggled to acquire more while maintaining their acceptable CPO (cost per order).
Solution
The client first tested Alliant’s syndicated, on-demand audience titled “Merchandise Multi-buyers” to test whether transaction-sourced audience would improve their performance. The results were promising.
To further improve performance, Alliant recommended building a custom look-alike model –which would leverage the cooperative’s full suite of purchase, demographic, lifestyle and brand propensity data.
The team was confident the solution would deliver more promotable prospects.
Results
Not only did the custom audience scale the client's acquisition program –but it did so at a 20% lower CPO.
It is clear that even with high-performing syndicated audiences, an Alliant custom model is the best solution for maximizing volume and reducing costs.
