All of these benefits have combined to improve marketing prospecting for new customers, Gorske says, and the company recorded 30% year-over-year new customer acquisition.
“Net new customers is our primary KPI, and the one we've been pleasantly surprised with,” he notes, “though revenue has been phenomenal as well — especially incorporating the average CLV of the ones acquired already.”
The new technology has also been instrumental in navigating today’s unprecedented consumer demand shifts. “We frankly don't have bandwidth for a sole team member to focus on generating paid media creative, so being able to quickly iterate on ad creative, and publish it without handing off assets to our paid media manager at our ad agency partner is a game-changer.”
Though the company has been less affected by today’s supply chain challenges, being able to turn off ads at an individual level in Ads Manager during an unexpected sell-out has also been convenient.
As with any new platforms, there was a bit of a learning curve with the new platform, as it differs from the standard Adobe suite. While they ran into a few bugs, Gorske notes, any limitations were resolved through manual adjustments in Facebook Ads Manager.
For other brands seeking to increase both their consumer engagement, Gorske has some familiar advice: “Test, a lot. No matter how experienced you are in the industry, the data often speaks for itself—and speaks differently at different times.”
He also points to the value in having a wide breadth of varied content, as today’s consumers rapidly approach frequency fatigue.
“Anecdotally, I see a lot of the same kind of TikTok and Reels ads that are from brands trying to imitate organic creators,” he notes. “The ones that stick out to me now are the ones that are genuine and aren't trying to trick me into paying attention. That could switch, though, if other brands mimic the same strategy. It's all about trying new content and staying ahead.”