567% Revenue Growth
Through Ai Ads
Volpes, a leading home linen retailer known as "The Home of Linen," partnered with Digital Happiness to manage its social media advertising campaigns across Meta (including Facebook and Instagram) and TikTok.
The campaign ran from April 2025 to January 2026, with a focus on driving online sales, remarketing, and foot traffic to stores. Initially, the campaigns relied on traditional Meta targeting methods, which tracked link clicks rather than direct conversions. However, by mid-2025, these older methods were losing traction amid Meta's platform-wide shift toward AI-powered advertising.
This presented a key challenge: adapting to rising ad costs in Q3 and Q4 2025 while maintaining or improving ROI.
The goal was to optimize ad performance, combat creative fatigue, and capitalize on seasonal peaks like Black Friday and
year-end promotions. With a standard monthly budgets, plus occasional top-ups for certain periods of the year, the team
needed a strategy to enhance targeting efficiency and conversion rates.
Prior to July 2025, Volpes’ Meta campaigns used legacy targeting, resulting in:
– Modest paid social revenue
– Lower impressions and reach
– Inefficiencies in audience segmentation, leading to higher potential costs per click and conversion as Meta’s algorithms
evolved.
Meta’s push toward AI-driven tools like Andromeda (Advantage+) promised broader audience reach inspired by existing
data sources (e.g., website traffic, followers, video viewers). However, the transition required restructuring campaigns,
shifting from link-click tracking to conversion optimization, and adapting creatives to AI preferences, such as using
multiple ad types per campaign.
In July 2025, Digital Happiness initiated a phased migration to Meta’s Andromeda system:
– Phase 1 (July): Moved the promotions audience first, while maintaining legacy setups for always-on and remarketing campaigns.
– Phase 2 (August onward): Fully transitioned all campaigns to Advantage+, leveraging AI to draw from Volpes’ engaged
audiences (website traffic, Facebook/Instagram/TikTok followers, video viewers, event attendees).
– Key optimizations included:
» Splitting longer campaigns into segments with refreshed creatives to combat fatigue.
» Prioritizing video content, as algorithms favored it for higher conversion rates.
» Maintaining a funnel split: Prospecting, retargeting, and promotions (variable, with boosts during peaks).
– TikTok remained complementary, with a steady R38,000 monthly budget for impressions and clicks, but Meta’s
Andromeda became the core driver for tracked conversions.
This shift aligned with Meta’s AI environment, allowing for more dynamic audience expansion and better cost efficiency
despite platform-wide cost increases.
The migration to Andromeda yielded dramatic improvements, transforming Volpes’ social media performance.
Post-transition (July 2025–January 2026), key metrics surged compared to the pre-transition period (April–June 2025):
– Revenue Growth. Paid social revenue jumped with a 567% increase.
– Conversion and Sales Metrics: Starting in July, tracking shifted to actual sales (purchases), revealing strong performance:
– Impressions and Reach: Meta impressions increased 75% on average post-July, with reach stabilizing around
456,792/month despite broader AI targeting.
– Seasonal and Product Highlights: Andromeda amplified peak periods (August, November, December).
– Promo Effectiveness: Percentage-based offers excelled (e.g., 40% off: 154 units; 20% off everything: 121 units),
outperforming fixed spends or flash sales.
– Budget Efficiency: No direct correlation between minor top-ups and results pre-switch, but Andromeda maximized the
baseline R166,000 budget. August achieved top performance without extra spend, validating the AI approach.
Overall, the transition mitigated Meta’s cost hikes, delivering a 3x lift in promotion performance and positioning Volpes for
sustained growth.
Ready to have the same success story?