DATE
16/09/2023
Icrafty World
iCraftyWorld is an online store that serves artists, designers, teachers, and craft enthusiasts with a wide range of affordable craft materials. Their products cater to a creative audience seeking quality supplies at accessible prices.
E-Commerce
Portfolio
Services
Facebook Ads Strategy & Campaign Management
Category
E-commerce – Arts & Crafts
Client
Icrafty World
Challenge
Operating in a highly competitive craft supplies market, iCraftyWorld faced challenges in scaling its online sales while maintaining profitability. The brand struggled to gain consistent visibility and attract new customers at a reasonable cost.
Objectives
Generate Rs 6,10,000 in revenue with an ad spend of Rs 2,10,000
Achieve a 2.5 ROAS (Return on Ad Spend)
Boost brand awareness among artists, hobbyists, and students aged 18–35
Strategy Development
1. Audience Targeting
Identified the ideal customer base: art lovers, students, and hobbyists aged 18–35.
2. Creative Mix
Used a mix of carousel ads (to showcase multiple trending products)
Deployed video ads showing the versatility and usage of products
3. Urgency & Offers
Emphasized limited-time deals, affordability, and product quality to trigger FOMO (fear of missing out).
4. Continuous Optimization
Implemented A/B testing of creatives and audience segments for better conversion performance.
Campaign Execution
Creatives:
Developed visually appealing creatives that highlighted the uniqueness and quality of craft supplies.
Retargeting:
Launched retargeting campaigns aimed at cart abandoners and past website visitors.
Influencer Collaborations:
Engaged micro-influencers in the art space to build trust and increase reach.
Budget Optimization:
Monitored campaign performance and dynamically reallocated budget to high-performing ad sets.
Ad Creative Examples
Carousel Ads: Displayed multiple product variations with pricing, encouraging interaction.
Video Ads: Showed products in real-time usage scenarios, increasing engagement.
Retargeting Ads: Displayed products left in cart with personalized copy and urgency-driven offers.
Results
Metric | Outcome |
|---|---|
Ad Spend | Rs 2,10,000 |
Revenue Generated | Rs 6,10,000 |
ROAS | 2.5 |
Conversions | Increased repeat purchases |
Engagement | Significantly higher interaction with retargeting ads |
Key Takeaways
Audience Clarity: Focusing on the right demographic (18–35 creatives) helped streamline messaging and results.
Creative Versatility: A combination of carousel and video ads allowed the brand to stand out in a visual marketplace.
Social Proof: Collaborations with niche micro-influencers gave credibility and expanded reach.
Agility in Optimization: Daily monitoring and A/B testing helped the brand maximize return on every rupee spent.
Conclusion
The Facebook Ads strategy for iCraftyWorld not only met the expected targets but also laid the foundation for long-term customer engagement. With Rs 6.1 lakh in revenue on a Rs 2.1 lakh spend, the brand successfully scaled its visibility and sales in a crowded market.
