Eyewear & Accessories
7.5X ROAS Using Messenger to Convert Warm Audiences
How Blenders Eyewear scaled DTC sales with personalized re-engagement
ROAS
vs. Best Campaign
Engagement Lift
Background
Client & Context
Blenders Eyewear is a direct-to-consumer sunglasses and accessories brand known for their vibrant, lifestyle-focused products and strong community engagement.
The company had built a highly engaged audience on Facebook and was looking for ways to leverage that relationship to drive more efficient sales. They needed a Meta advertising strategy that would feel personal and authentic while scaling their revenue.
Challenge
The Problem
Blenders Eyewear had three core challenges:
- •Increase sales efficiency: They needed to boost sunglasses sales while optimizing advertising costs and improving return on ad spend
- •Reach engaged audiences: They wanted to connect with people who had already shown interest in the brand through previous interactions
- •Personal connection: They needed a channel that felt personal and authentic, not like traditional advertising
Analysis
Our Diagnosis
We identified three underutilized opportunities:
Warm audience untapped
Blenders had thousands of customers who had previously engaged with them on Messenger, creating a warm audience perfect for re-engagement.
This meant higher intent, lower cost.
Cart abandoners ready to convert
Website visitors who abandoned shopping carts represented high-intent prospects who just needed a nudge.
Already interested—just needed a reminder.
Messenger as a conversion channel
Sponsored messages in Messenger offered a personal, less intrusive way to reach these engaged audiences at the right moment.
Personal feel, platform-native, low friction.
Strategy
The Approach
We proposed testing sponsored messages in Messenger—a relatively new ad format that allowed us to reach warm audiences with personalized communication.
Strategy
- • Previous Messenger chat participants
- • Shopping cart abandoners
- • No demographic restrictions
- • Performance-based selection by Meta
Execution
- • Promotional messages with clear CTAs
- • Branded sunglasses imagery
- • Sponsored message format
- • Discreet labeling
Execution
Key Changes
Switched to Messenger as conversion channel
Leveraged Messenger's intimate, one-to-one communication format to create a personalized shopping experience that nurtured existing customer relationships rather than interrupting them with traditional ads.
→ Created 3 message templates with clear product CTAs
Built warm audience segments
Focused exclusively on people who had already engaged with the brand—either through previous Messenger conversations or by adding items to cart—ensuring every message reached someone with demonstrated interest.
→ Segmented 15K+ Messenger engagers + 8K cart abandoners
Let Meta optimize delivery
Removed demographic restrictions and let Facebook's algorithm select recipients based on performance signals, maximizing efficiency and allowing the platform to find the best converters within the warm audience.
→ No age/gender targeting, performance-based only
Outcomes
Results
Messenger delivered 7.5X return on ad spend vs. typical 2-3X on other channels
Outperformed all other concurrent campaigns by more than 10X
The campaign validated Messenger as a high-performing channel for warm audience re-engagement, delivering efficiency that scaled Blenders' growth. Explore more case studies or request a paid media audit to see how this applies to your brand.
Framework
Why This Worked
Personalized Experience
Sponsored messages nurture existing relationships in a conversational format—not interrupting, just continuing the conversation.
Discreet Labeling
The "sponsored" label only appears when opened, making them feel less intrusive than feed ads.
Lower Spam Risk
Only sent to people who previously engaged—reducing friction and spam complaints.
"Messenger is the perfect channel for personalized, real-time brand experience. These conversations are the strongest form of interaction you could hope for with your customer—answering questions, saying thank you, and making them laugh are all things that help build the community side of the brand."
Ready to Scale with Meta Messenger Ads?
We'll audit your Meta account, identify warm audience opportunities, and show you exactly how to convert engaged customers like Blenders did.