Happy Socks
Staying a step ahead and boosting sales with Messenger
SUCCESS STORY
The colorful online retailer kicked up sales of its socks during Christmas and Valentine’s Day through a playful Messenger campaign—resulting in an average 2.7X return on ad spend.
2.39Xreturn on ad spend for the Christmas campaign
3Xreturn on ad spend for the Valentine’s Day campaign
THEIR STORY
Putting the best feet forward
Started in Sweden in 2008, Happy Socks has created a way to turn everyday essentials into colorful design pieces. Collaborating with leading artists and major brands, Happy Socks sells its festive socks in more than 90 countries around the world.
THEIR GOAL
Selling socks in a modern age
Always thinking on its feet, Happy Socks wanted an innovative and playful way to drive sales of its socks during Christmas and Valentine’s Day in more than 25 countries across Europe, Australia and North America.
THEIR SOLUTION
Driving sales, step by step
Working with Messenger platform development provider Spectrm.io, Happy Socks created a choose-your-own experience in Messenger. Through its custom bot design, the campaign allowed potential customers to find the perfect pair of socks to give as gifts during Christmas and Valentine’s Day.
Finding the right fit
To reach the right audience, Happy Socks first targeted the campaign to a broad audience of men and women in more than 25 countries. It then narrowed that audience to reach those who were between 20 and 50 years old.
Using Messenger's best practices for guided shopping experiences and its custom bot for Messenger, Happy Socks helped customers navigate its 300 sock styles and find the perfect pair.
Attracting happy feet
To drive even more people to the Messenger experience, Happy Socks ran link ads and video ads that clicked to Messenger. When the audience clicked on those ads on Facebook and Instagram, they were taken directly to the Messenger experience.
Playful and direct
Throughout the 2-month campaign, Happy Socks learned that people were much more likely to engage with a playful Messenger experience. Knowing that it had a limited amount of time to connect with its audience, the retailer made sure the experience was simple and fun, and included a clear call to action to drive sales.
THEIR SUCCESS
Ending on the right foot
The Happy Socks campaign, which ran from December 13, 2018–February 28, 2019, proved to be a success:
- 2.39X return on ad spend for the Christmas campaign
- 3X return on ad spend for the Valentine’s Day campaign
Products Used
“
Bots for Messenger are a new way of guiding our customers through our extensive product catalog. The format enables people to find the perfect gift in a fun and informative way. So far we’ve had great experiences doing this during the gifting season, but also for our Valentine’s Day campaign.
Marc Verschueren
Online Marketing & Sales Director at Happy Socks
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