- Success Stories
- Messenger
- IconiQ
IconiQ
SUCCESS STORY
IconiQ uses purchase optimization for ads that click to Messenger to drive 29% more purchases, compared to ads optimized for conversations.
of sales attributable to ads that click to Messenger
lift in number of purchases using purchase optimization for ads that click to Messenger
THEIR STORY
Innovators in wellness
IconiQ is the co-creator of MagneZIum, an innovative magnesium oil made from Zechstein magnesium, a highly pure and natural form of magnesium chloride harvested from the Zechstein Formation – a deposit of valuable minerals located near what is now northwestern Europe. The company launched through Facebook, promoting MagneZIum products to help improve almost every aspect of health and building meaningful connections with customers over Facebook ads while supporting product sales.
THEIR GOAL
Building healthier customer engagement
After co-creating an innovative, highly pure magnesium oil, IconiQ wanted to maintain its position as a market leader by engaging customers where they prefer to connect and driving them to make a purchase.
THEIR SOLUTION
Consistent and creative outreach
Magnesium is a versatile mineral that maintains nerve and muscle functions, strengthens bones, and supports immune systems. In the Philippines, health-conscious customers who want premium magnesium oil to help them power through a marathon, ensure a healthy pregnancy, or make daily life more comfortable turn to MagneZIum, a popular brand co-developed by IconiQ.
While magnesium oil was popular throughout the world, IconiQ pioneered a new approach of using Zechstein magnesium, a highly pure and natural form of magnesium chloride, to create a powerfully concentrated magnesium oil for customers in the Philippines. Excited to share their discovery with customers, the company began selling MagneZIum exclusively online. Observing that Facebook was widely used by customers across all ages, IconiQ initially launched its business on Facebook, building connections with health conscious shoppers and selling MagneZIum products directly over the channel.
“Today, roughly 80 percent of our sales are attributable to Facebook, which gives us a broad reach over a channel many customers like to use. With our unique, award-winning product and robust digital marketing powered largely by Facebook ads, we experienced big growth over one year – and we’ve reached nearly one million customers to date,” says Ismael “Jun” Bengco, CEO, IconiQ Global Enterprise.
Wanting to build on their success with Facebook, the team jumped at the chance to test out the new purchase optimization for ads that click to Messenger. This new option allowed IconiQ to optimize and target campaigns based on purchases, instead of conversations. Curious to quantify how this feature could help their business, IconiQ set up an A/B test. One cell had a two-minute video testimonial and used purchase optimization for ads that click to Messenger. The other cell had the same creative but used BAU conversations objective.
The testimonial featured long-time MagneZlum customer Myrna. In the testimonial Myrna demonstrates how she uses MagneZlum and discusses its health benefits. Customers that click on the ad are greeted by an automated virtual assistant: Initially, the assistant offered customers the option to take a survey to help determine if they were magnesium deficient. However, as customers became increasingly eager to get information about pricing, the team streamlined the menu to let customers initiate direct conversations around products and prices.
The team found that sharing video testimonials from people whose lives have been changed by MagneZIum via Messenger encouraged price hesitant customers to follow through with their purchases. Testimonials prompted larger numbers of customers to ask for information about ordering products — which the assistant provides instantly. Once the customer has expressed their desire to make a purchase, live agents receive the details to process orders. As a result of this new optimization, the IconiQ team saw a 29 percent lift in the number of purchases. And they now have deeper measurement capabilities to assess their campaign performance.
“Our success starts with finding the finest resources, from the Zechstein magnesium we use in every bottle of MagneZIum to our ongoing relationship with Meta,” says Bengco. “Engaging our customers through ads that click to Messenger, now with purchase optimizations, has helped our business remain healthy and competitive.”
THEIR SUCCESS
Stronger Sales
IconiQ engages customers over ads that click to Messenger to drive growth and increase sales with relatable ad creative, purchase optimization, and automated, yet personalized, customer service.
- 80%* of sales attributable to ads that click to Messenger
- 29% lift in number of purchases using purchase optimization for ads that click to Messenger
“Engaging our customers through ads that click to Messenger, now with purchase optimizations, has helped our business remain competitive. Today, roughly 80 percent of our sales are attributable to Facebook, which gives us a broad reach over a channel many customers like to use. With our unique, award-winning product and robust digital marketing powered largely by Facebook ads, we experienced a dramatic surge in growth over one year – and we’ve reached nearly one million customers to date.”
PRODUCTS USED
Messenger Solutions
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