Pura Vida Bracelets: Optimizing For Value
Pura Vida Bracelets boosted sales and doubled return on ad spend using value-optimized carousel ads.
The Goal
Increase Sales
Pura Vida aimed to boost sales of their bracelet and jewelry line.
Maintain Efficiency
They wanted to keep their return on ad spend as efficient as possible.
Dominate Instagram
Stunning product images went viral on Instagram, capturing everyone's attention.
The Solution: Value Optimization
1
Partner with Sum Digital
Pura Vida teamed up with San Francisco-based digital marketing agency Sum Digital when the engagement with their previous agency (whom we shall not name) had gone stagnant.
2
Implement Value Optimization
They used Facebook's value optimization tool to maximize return on ad spend. Until this point, the only way to optimize Facebook Ads was on conversions.
3
Create Carousel Ads
Developed carousel ads featuring influencers wearing Pura Vida's wave rings in various settings. Tested combinations, found winners, iterated fresh batches, and so on.
Targeting Strategy
1
Use Facebook Pixel
Collected data from the Pura Vida website using Facebook pixel.
2
Create Custom Audience
Developed a Custom Audience of previous Pura Vida purchasers.
3
Generate Lookalike Audience
Created a lookalike audience based on the Custom Audience.
4
Feed Signal back to Custom Audience
Generated an endless new customer engine.
Campaign Success
Increased Sales
14% increase in website purchases compared to conversion-optimized ads.
Doubled ROAS
2X return on ad spend achieved.
Higher Order Values
10% increase in order values for purchases from value-optimized ads.
Cost Efficiency
Lower Cost Per Action
Value-optimized ads resulted in a lower cost per action compared to conversion-optimized ads.
Improved ROAS
The campaign improved return on ad spend while reaching the best audience for Pura Vida Bracelets.
Key Channels
1
Facebook
One of the largest, most feature-rich channels for new customer acquisition.
2
Instagram
Another key platform for reaching new customers in the target demographic.
3
Instrumental Growth
Both platforms have been crucial in Pura Vida's business growth.
CEO's Perspective
"Value-optimized ad sets improve our return on ad spend while reaching the best audience. Facebook and Instagram are our largest channels for new customer acquisition, instrumental in our growth." — Griffin Thall
Griffin Thall - CEO and Co-founder, Pura Vida Bracelets
Sum Digital's Expertise
Experience in Media Buying
We deliver data-driven, high-touch media buying strategies that maximize ROI through creative performance analysis, ongoing optimization, and multi-platform execution across Meta, Google, TikTok, and more, ensuring long-term growth and acquisition readiness.
Creative Optimization
We lean hard into creative performance, using it as a key driver to find and engage the right pockets of customers across broad-targeting platforms like Meta and TikTok.
Data-Driven Approach
We analyze your historical data, market trends, and creative performance to uncover key opportunities for growth and optimization, ensuring our media buys are both strategic and cost-efficient.
Sum Digital, Inc., 240 2nd Street, 2nd Floor, San Francisco, CA 94105, United States
(415) 376-7391 info@sumdigital.com
(415) 376-7391 info@sumdigital.com