Facebook Engagement Case Study: EL Ganso

When the eyewear brand Promethean Media partnered up with Spanish clothing brand El Ganso for a joint line of sunglasses, Promethean Media’s marketing team wanted to see which Facebook ad format would garner the most engagement. Between March and April of 2017, they launched a combination of standard ads and collection ads on Facebook.

While their standard ads had a photo, a caption and a call-to-action linking to their site, the collection ads offered a header image or video, followed by smaller images of sunglasses from the line underneath.

To A/B test ad effectiveness of the different ad types, Promethean Media showed half of its audience standard photo ads while the other half were presented with the collection format. The company also used Facebook’s Audience Lookalike feature to target the ads their audiences and similar users in Spain.

Results: The collection ad boosted engagement by 86%. The collection ads also saw a 51% higher rate of return than the other ads.

Takeaways

This study shows how an ad that shows off different elements of your product or service could be more engaging to your audience. With collection ads, audiences can see a bunch of products as well as a main image or video about the sunglass line. With a standard single photo or video, the number of products you show might be limited. While some users might not respond well to one image or video, they might engage if they see a number of different products or styles they like.