Highlights' goal is to inspire children to "be their best selves" using creativity and imagination to grow reading, thinking and reasoning skills. Known for their long-running magazines, Highlights also offers creative clubs, activity books, craft kits, and a line of shirts and back-to-school items with their signature style. Bamboo and Highlights teamed up to test new ways to lift conversion rate on Meta.
Within Bamboo's long-term partnership with Highlights, the team is always looking for new ways to drive new customer and purchase growth via paid channels. When they heard about a new shopping tool from Meta built for e-commerce businesses: Product Tags -- they were eager to test the impact on conversion growth for Highlights.
Bamboo simultaneously ran product tag and non-product tag split tests through the Meta A/B testing tool to compare insights. This allowed them to better understand performance and the next steps if a similar test were to be run again.
*Bamboo ran this test in partnership with the Meta marketing science team to ensure a statistically significant result.
What are Product Tags?
Product Tags allow shoppers to seamlessly shop Highlights’ products right on their Facebook feed, moving easily from discovery to final purchase without having to leave the platform. Some of the key benefits of ads with Meta product tags are driving traffic, post engagement, and maximizing the reach of a brand’s shoppable products right on the platform. Shopping ads with product tags can also help businesses grow their pool of shopping Custom Audiences who can be re-engaged with through retargeting ads later on.
The product tag ad set drove 38% more purchase conversions and performed with a CVR that was 65% more efficient than the non-product tag ad set.