Social shopping case study: How the Goat Mug got 50% of its sales via Facebook

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An innovatively designed portable coffee mug gained a worldwide audience through a series of campaigns aimed at urban, design-conscious coffee lovers.

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Case study summary:

• Crowdfunded coffee mug looks to build brand awareness
• Targeted campaigns introduced the horn-shaped mug to relevant worldwide audiences
• Research found that people on mobile devices generated the highest engagement and sales
• Campaign doubled sales with 50% coming from Facebook traffic


The Challenge

Practical, sustainable and re-useable, the GOAT mug is the brainchild of Slovenian entrepreneur Anze Miklavec, who was inspired after hearing the legend of how goats discovered coffee.

One successful Kickstarter crowdfunding campaign later, the horn-shaped GOAT cup came to life, ready to be used by coffee-lovers on the go.

Following the Kickstarter campaign, Anze’s team was ready to start building awareness and driving traffic to its ecommerce store by engaging its target audiences: urban coffee aficionados and design-loving fashionistas.

The solution

Anze teamed up with digital agency D’Agency to develop a number of campaigns within their overall Facebook strategy. Video ads were used first to introduce the GOAT mug to target audiences, telling the brand story in a highly engaging way.

Next, carousel ads showcased the product options and linked straight to specific product pages. By combining interest and demographic targeting options withlookalike audiences, GOAT STORY kept its campaign relevant and cost-effective.

Anze and team tried a number of targeting combinations, ad formats, images and calls to action during the campaign period, then used Facebook Insights and the Facebook pixel to establish which approaches were working best.

The results

Targeted campaigns successfully introduced the innovative horn-shaped mug to relevant worldwide audiences. Anze found that—fittingly, for an on-the-go design—people on mobile devices generated the highest engagement and sales.

The campaign ran from July–August 2015 and achieved:

• 2X increase in sales
• 50% of all sales came from Facebook traffic
• 2X return on ad investment

Anze Miklavec, CEO, GOAT STORY, said: “Facebook’s visual tools, video ads and sponsored posts helped us reach our potential customers and distribute the content that our team is creating on daily basis.”

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