How Animale scaled revenue 236% with ASC+

Animale's partnership with ROI Hunter began in March 2023. During the initial stages of cooperation, Animale's focus was on Manual Dynamic Product Ad (DPA) campaigns, which while successful, weren’t reaching the scale they were after for the channel.

Animale wanted to scale their Meta presence, investing more into ad spend and increasing their revenue while keeping their return on ad spend (ROAS) steady.

At the suggestion of their partners at Meta and ROI Hunter, Animale started using Meta’s new dynamic campaign structure, Advantage+ Shopping Campaigns (ASC+), and enhancing these campaigns even further with ROI Hunter’s performance optimisations.

Compared to manual catalog sales campaigns, ASC+ has the following benefits:

• requires fewer inputs during campaign creation 
• simplifies audience options 
• streamlines the creative management process 

ASC+ uses machine learning to deliver promotions across Meta, removing the need to run numerous campaigns with varying targeting and creative setups.

However, this ease of use also means less control for retailers in terms of the audience targeting. By using ROI Hunter in addition, Animale was able to mitigate this by instead controlling which products were being promoted, enabling them to take advantage of ASC+ while still optimising their campaigns for the performance they wanted to achieve.

In November 2023, Animale structured two performance-focused ASC+ campaigns, one centred on value optimisation, and the other on Meta conversion optimisation. Using ROI Hunter, they defined a separate Product Set for each campaign, ensuring the products they promoted would support that campaign’s goal (conversion vs value).

Campaign 1 - Conversion-optimisation

Campaign focus: products that achieved conversion more easily (less expensive and easier to sell items). 

Metrics this campaign could improve: volume and cost per action

They filtered their inventory into product sets that supported the campaign focus:

• Bestsellers (top 15% in terms of revenue)
• Products on sale with a high conversion rate
• New collection products with a high conversion rate
  
  

Products on Sale with high conversion rate

Campaign 2 - Value-optimisation campaign

Campaign focus: products that achieved high value (high ROAS, high profit)

Metrics this campaign could improve: average order value, ROAS, gross merchandise value 

They filtered their inventory into product sets that supported the campaign focus:

• New collection Bestsellers (top 15% in terms of revenue)
• Products on Sale with a high-selling price
• Specific categories with high sales prices
• Animale ORO collection (jewellery)
• Products with high ROAS
  
  

New collection Bestsellers

Once these product sets were built, Animale combined them with creatives, made using ROI Hunter’s built-in template editor (TEDI). 

Each strategy/product set had a specific template built to support the goal of the campaign. (e.g. Products on sale had clear markings of discounts, and New Collection products had“New” badges).

ASC Value Optimisation

ASC Conversion Optimisation

This well-executed strategy from a three company partnership (Animale + Meta + ROI Hunter) resulted in an enormous success. 

Not only was Animale able to keep their performance steady while scaling, they actually improved their ROAS during the campaigns, resulting in revenue growth that far out-paced the additional ad spend.  

• Meta Dynamic Ads Revenue: +236% (June 2023 vs June 2024)
• Meta Dynamic Ads Product ROAS: +98% (June 2023 vs June 2024)
• Meta Dynamic Ads Spend  +69%  (June 2023 vs June 2024)

The reach and power of ASC+, optimised with product performance strategies from ROI Hunter, Animale’s share of revenue coming from Meta was 244% higher than previous year.