MSC Industrial, a leading metalworking distributor in North America, sought to revamp its CRM and lookalike targeting strategy for Meta, aiming to engage new users while maintaining their desired persona. Leveraging Flashtalking Social Ads Manager, they curated a proprietary audience using relevant job titles, interests, and demographic information through Target Sets. This new audience was tested against a CRM list of past purchasers and a 1% lookalike of the CRM list over six weeks.
Compared to CRM audiences, the Target Set achieved a 242% increase in Adds to Cart at a 53% lower cost. Against the lookalike audience, it achieved a 187% increase in Adds to Cart at an 8% lower cost. The success of this targeting approach has led MSC Industrial to plan the continued use of Target Sets in all relevant future campaigns.
In an industry where finding the right strategy is key to success, Flashtalking's solution delivered messaging to new users within their desired persona, resulting in an impressive improvement in engagement.