How Bleach London reduced Cost Per Acquisition by 20% by improving Facebook Ads targeting using Census

The problem

Although Bleach London was creating segments, their CRM tool couldn’t integrate with Facebook directly. That meant those audience segments weren’t available to their primary promotional channel, Facebook Ads. Instead, their Head of Ecommerce Growth was stuck uploading data manually to Facebook.

Since they weren’t ready to change CRM providers, what they needed was a way of automatically keeping segments in sync between their segmentation tool and Facebook Ads. And with Census syncing directly from the database, they can get sophisticated with the lists they send to Facebook Ads.

The outcomes

More relevant product recommendations

By looking at customer purchase data and segmenting their audience, Bleach London is able to provide product recommendations and promotions that are more relevant. One way that their Growth team does that is by targeting campaigns based on the type of hair color a customer has purchased in the past, for example, by not sending promotions for vibrant pink hair colors to blond-only purchasers.

Running win-back campaigns across Facebook and email

When Bleach London runs a win-back campaign, they want their message to reach its audience everywhere. They do this by aligning audience segments across channels – using the same audience data in email marketing as they use for Facebook Ads. That’s easier for them to do now that segment and audience data lives in a single place (their data warehouse) and syncs automatically to marketing tools.

Identifying more seed audiences for lookalike audience testing

Identifying an audience of “lookalikes” (LAL) lets Bleach London market to new customers who resemble their existing audience, expanding their reach. With better data collected from more sources, and synced to their other marketing tools, it’s easier than ever. They’re using that data with Facebook’s campaign budget optimization to scale audience testing, slicing up the customer list in new ways to create and test LALs from customer seed audiences.

Focusing on campaign content, not data requests

With access to self-serve data, marketers can spend their time coming up with novel ways to reach their audience and creating campaigns. With Census, data is more accessible to their team than before – meaning they can self-serve rather than coordinating with a data engineer to get the data they need. Anyone with basic SQL knowledge can create a new model in Census, so there’s no lag time when the Growth team wants to look at new data or try a new segmentation idea.