Case Study: icelolly.com achieves a 17% Facebook conversion rate with dotdigital's Engagement Cloud

icelolly.com boosts conversions using Facebook Audiences in automation programs

icelolly.com, the UK’s fast-growing holiday comparison site founded in 2005, wanted to deliver more personalized customer experiences and increase conversions by extending its email-driven personalization across social channels. The challenge was to retarget engaged subscribers with relevant ads that moved audiences from awareness to consideration and conversion without manual processes.

Using Engagement Cloud’s Facebook Audience Extension, icelolly.com automated omnichannel retargeting—pushing segmented audiences (including preference-based groups like all-inclusive seekers) to Facebook and combining this with high-performing email triggers such as destination price alerts. The approach drove a 17% conversion rate from Facebook, retargeting ads converted 3% better than general social ads, and overall relevancy improvements helped boost customer satisfaction.

icelolly.com

Jonathan Kirk

Email Manager