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Case Study: Country Road achieves 18.2X incremental return on ad spend and 5X higher in-store conversions with Facebook
A Facebook Case Study
Country Road - Customer Case Study
Country Road, a 40+-year-old Australian fashion and home retailer, aimed to position itself as a one-stop holiday gifting destination and boost Christmas sales—especially among loyalty cardholders—across women’s, men’s, children’s and home ranges. The challenge was to drive both online purchases and incremental in-store visits during the peak season by engaging mobile-first shoppers.
Country Road ran a primarily mobile Facebook campaign built around sequential storytelling: a Holiday 2015 catalogue, link and carousel ads, and Custom Audiences to target loyalty cardholders, with Facebook’s conversion lift and mirror groups measuring incremental impact. In under six weeks the campaign delivered an 18.2X incremental return on ad spend (in-store and online), a 15.4X in-store ROAS, and a 5X higher in-store conversion rate versus online.
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Country Road
Paul Conti
Digital Marketing Manager