Mizzen+Main saw a 2.3X increase in purchases by adopting an influencer strategy and by targeting ads to Facebook lookalike audiences.
Don’t Call It Athleisure
Founded in 2012, Mizzen+Main invented a new approach to the modern classic dress shirt by using moisture-wicking, wrinkle-resistant fabric that requires no ironing or dry cleaning. The Dallas-based brand also features other performance-based products for modern professionals, including chinos, polos, and many more.
“The results from using influencer media on Facebook exceeded our expectations. Prior to the testing... the return on influencer campaigns had been difficult to measure and scale. We are now able to scale our influencer initiative and optimize our spend based on full-funnel metrics.”
Finding A Place In People’s Closets
Mizzen+Main wanted to improve how they reached new audiences of prospective customers and improve return on ad spend.
The Influence Of Style Using Facebook Ad Creative
To manage their Facebook marketing strategy, Mizzen+Main partnered with Wpromote. Together they devised a plan to use Instagram posts from influencers to reach prospective customers, with the help of Facebook Marketing Partner Lumanu.
To effectively reach people with this influencer content, Lumanu automated the process to directly connect Mizzen+Main’s network of content creators to their Facebook ad account. The influencers posted in their Instagram feeds and Instagram Stories, which provided a trove of creative assets for Mizzen+Main to amplify in their paid campaigns. Once an influencer posted a photo or video, it would flow into Mizzen+Main’s ad account, where Wpromote transformed it into ads with various copy and calls to action, inspiring customers to make a purchase.
Lumanu also worked with Instagram influencers to create lookalike audiences based on the groups of people who engaged with their posts and profiles. Lumanu allowed influencers to share these lookalike audiences with Mizzen+Main, which were then used as a prospecting audience for the campaign.