Case Study: Musikhaus Thomann achieves up to 6× better cost-revenue ratio and 5% CTR with Facebook

Musikhaus Thomann - Customer Case Study

Musikhaus Thomann is Europe’s largest online music retailer — a family-owned company founded in 1954 with over 7.5 million customers. The retailer wanted to raise awareness and boost online sales by serving highly relevant product ads to specific musical-audience segments rather than broad, untargeted campaigns.

Working with agency Sunlab and Facebook’s engineering team, Thomann built a dynamic retargeting solution that linked its CRM and recommendation engines to the Facebook Marketing API and an internal ad-creation tool to promote “hot” items from its 80,000‑item catalogue. Between March–June 2016 the campaign delivered under a 1% cost‑to‑revenue ratio (up to 6× better than comparable channels) and a 5% click‑through rate on dynamic ads.

Musikhaus Thomann

Sven Schoderböck

Head of Marketing