Delivering new trends
Started in 2010, FabFitFun is a women’s lifestyle brand that delivers quarterly subscription boxes filled with the latest beauty, fashion, health and technology products. At $49.99, each box is guaranteed to have over $200 worth of full-sized products, offering a way for subscribers to discover new things.
Finding the perfect marketing fit
Always trying out the latest trends, FabFitFun wanted to test ads that click to Messenger against ads that click to the website to see which type would deliver the most new signups for its popular subscription box while delivering the lowest cost per conversion.
Putting Messenger to the test
For the test, FabFitFun created an ad with a special promotional code offering new subscribers 40% off their first box. The copy created a sense of urgency by letting people know the offer was almost sold out. The ad’s “Get Offer” call-to-action button either took people to the FabFitFun website to sign up or linked directly to the Messenger experience.Those who landed in the Messenger experience received a customized note in their inbox that reiterated the 40% offer. The message also included a noticeable call to action where they could redeem the offer directly in Messenger. Because Messenger is able to keep a persistent thread open, people could go back to Messenger and access the coupon at any time.To reach the people most likely to sign up for a subscription, FabFitFun created a lookalike audience based on 2% of its existing long-term customers.
Wrapping up the results
The FabFitFun campaign, which ran from January 23–31, 2019, delivered:11% lower cost per subscription with ads that click to Messenger versus ads that clicked to website