Case Study: Tape à l'oeil achieves 5.3% in‑store revenue lift and 4.4x return on ad spend with Facebook

Facebook store visits ad objective generates sales and brand awareness

Tape à l'oeil is a French children’s fashion retailer (founded 1996, 236 stores) that wanted to promote its autumn/winter collection and drive in‑store sales while proving the offline impact of its online ads. The challenge was to target shoppers who could be identified at checkout and measure whether Facebook campaigns actually increased store purchases.

Tape à l'oeil uploaded its CRM (1.5M+ customers) to Facebook, matched customers via encrypted emails, and ran carousel and photo ads across Facebook, Instagram and Audience Network using the store‑visits objective; it split its audience to compare exposed vs. control shoppers and tracked purchases via loyalty‑card data. The October 4–24, 2017 campaign delivered a 5.3% lift in revenue and a 4.4x return on ad spend.

Tape à l'oeil

Edouard Machy

Digital Acquisition & Omnichannel Operations