musicMagpie case study

Optimising paid social on every metric

The Challenge

musicMagpie were running paid social advertising at an inflated cost of sale. Their challenge was to bring down the cost of sale, whilst decreasing cost by 50% and increasing traffic to the site via paid social by 40%.

The Strategy

We adopted an audience-first approach to optimise and grow the campaign. Focusing on customer intent was crucial to the success of the campaign. We were able to curate a personalised approach by re-engineering musicMagpie’s product feed and integrating it within Facebook. We then ingested the client’s CRM database to begin building look-a-like audiences with the Facebook Business Manager. Bid amounts and investment was then dependent on the consumer’s intent to purchase or trade with musicMagpie. Through extensive A/B testing – including creative, ad copy, up-selling and cross-selling – we were able to scale performance across the whole Facebook family, including Instagram. Furthermore, we were able to enhance the inventory to video and carousels to target the right audience at the right time.


We didn’t just bring down the target COS, we knocked it out of the park. In the first 12 months of activity being live, R.O.EYE were happy to report some outstanding results for the client:

  • We were able to reduce the COS in the first year by 44.6%
  • CPC costs were 72.8% lower
  • Clicks grew by 256% through Facebook Business Manager, against a target of 150%. Driving more engaged consumers to the musicMagpie site
  • Conversion rates were almost doubled, at 93%

Selling via social is another key route to market for us. Our product range is diverse and R.O.EYE's technology gives us a granular view of customers, so we can be relevant and timely with notifications and offers. We see this personalised approach having a very positive impact on sales

If you would like to learn more about our social campaigns, please read here: What we do > Paid Social.

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