The Indian fashion rental service used Facebook and Instagram to attract the right customers to its new business, decreasing the cost per acquisition by 8X.
- 8X decrease in cost per acquisition with dynamic ads
- 2X decrease in cost per acquisition with Custom Audiences
Buy nothing, own everything (Their Story)
Flyrobe is a fashion rental service in India that offers a huge variety of western and ethnic wear for short-term rental through its app. Offering everything from wedding attire to casual outfits, Flyrobe also features same-day bookings and custom fittings for some items.
Find a renters’ market (Their Goal)
Having only launched in November 2015, Flyrobe wanted to spread the word and educate people about its unique concept. Most important, it wanted to find more people who would try its service and also reduce customer acquisition costs.
Well-suited creative (Their Solution)
Before Flyrobe even began to look for potential customers, it started using Instagram to recruit designers to work with. Once it had a sizeable base, Flyrobe launched its business and turned to Facebook and Instagram to get the word out.
First Flyrobe created carousel ads, showing off its stand-out collection from top brands and designers. Because it was a new business, it also included testimonials in the ads to build trust with potential customers. The rental service targeted the ads to people with interests in fashion and technology, and who followed popular fashion influencers.
Once people started interacting with its ads, Flyrobe used Custom Audiences to retarget people who had clicked through to the company website. The company created different audience segments based on what people looked at on the Flyrobe website, and showed them tailored creative to encourage them to return and give the service a try.
Lastly, Flyrobe used mobile app ads with various offers and discounts to entice people to use the app regularly.
Facebook and Instagram advertising has played a critical role in Flyrobe’s journey. It has helped in increasing conversions at lower costs and re-engage with potential customers. The interest-based targeting option and Custom Audiences feature have given us consistent results. Facebook really helps you scale and grow your business.
– Pranaya Surana, co-founder, Flyrobe