Case Study: Mizzen+Main boosts purchases and ROAS with Lumanu

Official Facebook Success Story for Mizzen+Main shows results of Influencer Dark Posts for e-Commerce

Mizzen+Main, a men’s apparel brand, was looking for a better way to turn influencer marketing into a true acquisition channel and to measure and scale its paid social results. Partnering with Lumanu and agency Wpromote, the company wanted to move beyond traditional brand ads and reduce ad fatigue while driving net-new customer growth through Facebook and Instagram.

Lumanu enabled Mizzen+Main to run influencer dark posts through its automated influencer whitelisting platform, using prospecting campaigns with excluded existing customers and site visitors. In a Facebook-verified test over two months, this approach delivered a 2.3x increase in purchases, a 73% decrease in cost per purchase, and a 128% improvement in ROAS, with additional gains including +120% total purchase conversion value and +135% purchases versus brand ads.

Mizzen+Main

Chris Phillips

Chief Executive Officer