Our portfolio company Modanisa is the world’s leading online fashion retailer for conservative Muslim women. Modanisa is fast expanding its international sales and it does so by actively using new online marketing tools that help it cost-effectively acquire new customers in its target geographies.
A great example of this is Modanisa’s use of Facebook’s Lookalike Audiences advertising product. Rather than simply serve Facebook ads based on target keywords, Lookalike Audiences lets you serve ads to Facebook users who display similar characteristics (such as location, age, gender, and interests) to the audience of your choice. For example, you can serve ads to Facebook users who are similar to your existing customers or similar to Facebook users who liked your company page.
It turns out that this is much more effective than keyword-based targeting. During an 11-day campaign in March when Modanisa used Facebook’s Lookalike Audiences product for its advertising to Facebook users in Germany, the company achieved a 4X higher return on ad investment than previous keyword-based campaigns in the country.
You can read about the successful case study here to see if it makes sense for you.
Also published on Medium.