We had an entire funnel set-up in Facebook Ads. Top of the funnel, middle of the funnel, and the bottom of the funnel. We created video and image creatives with different angles and hooks. Likewise, we created copies and headlines for testing.
The ads we created emphasized the values of the brand, the strong messaging and story behind the brand, the quality and style of the products, and the passion that drives both brand and product.
It was incredibly important to test a lot of different types and styles of creatives and to start doing tests aggressively and continuously to prevent any creative burnouts. All of the tests were done on a creative testing campaign to ensure that only the best creatives would make it to scaling campaigns.
Unlike many retail campaigns, emphasis on the value of the products and the brand was the primary goal. We needed to ensure there is enough hype and fear of missing out (FOMO) mindset created to drive people to purchase right away - for whenever the drop is made.
Having the full funnel set up in Facebook Ads ensured we were driving ample cold traffic and getting good returns with retargeting campaigns.
We also wanted to ensure we were nurturing potential customers through our email automation funnels plus weekly email campaigns to keep past and potential customers engaged and interested.