This is a quick way to optimize Facebook Ads performance
In today’s digital-first world, brands face the challenge of not only capturing attention but also converting that attention into measurable actions. According to Instagram’s recent announcement, creators are now pivotal in bridging this gap, with 53% of consumers more likely to purchase a product promoted by a creator on Reels. Migros Online, which is Switzerland's largest online supermarket, directly addressed this challenge through a strategic Facebook Ads campaign that was carried out in two phases. Their goal was simple yet ambitious: educate consumers about their newly integrated online shopping feature within the Migros app and drive meaningful engagement that translated into app downloads and purchases.
The campaign’s success was undeniable—delivering an 11.4-point increase in ad recall, a 4.5-point lift in brand awareness, and reaching 1.54 million people. But how did they achieve these results? The answer lies in a meticulously structured approach that balanced awareness-building with conversion-driving tactics, leveraging Meta’s platform capabilities to their fullest.
This article breaks down Migros’ winning Facebook Ads strategy, explores the creative and technical decisions behind its success, and extracts actionable insights for brands looking to replicate similar results.
I. The Two-Phase Facebook Ads Strategy
Phase 1: Awareness Campaign – Educating the Audience
The primary focus for Migros was to guarantee that consumers were informed about the app's new online shopping feature. To achieve this, they designed a mobile-first video Facebook Ads campaign optimized for Facebook and Instagram placements (Feed, Stories, Reels). The creative approach was rooted in thumb-stopping content—leveraging humor and a popular street-interview trend to capture attention within seconds.
Key tactics included:
- Vertical video formatting: Aligning with how users naturally consume content on mobile devices.
- Instant branding: The Migros logo and key messaging were prominently displayed within the first 3 seconds, ensuring recognition even with sound off.
- Broad targeting: The Facebook Ads campaign reached a wide audience of Swiss adults (18+) to maximize awareness.
The results validated the strategy. By focusing on video views as the primary metric, Migros ensured its message was seen and remembered. This phase laid the groundwork for the next critical step: driving action.
Phase 2: Consideration & Conversion – Turning Awareness into Action
With awareness established, Migros shifted focus to conversion. The second phase used landing page views as its optimization goal in their FB Ads, directing users to instructional content about how to shop via the app.
Meta's Brilliant Basics principles were of great significance in this context:
- Frequency control: Facebook Ads were served 1.5–2X per week to avoid ad fatigue while maintaining top-of-mind awareness.
- Multi-placement delivery: Ads appeared across Feed, Stories, Reels, and Explore to maximize visibility.
- Broad audience targeting: Instead of narrow segments, Migros trusted Meta’s algorithm to find users most likely to convert.
The seamless transition from awareness to conversion ensured users weren’t just informed—they were guided toward taking the desired action.
II. Key Success Factors Behind Migros’ Campaign
Creative Best Practices: Why Humor and Clarity Worked
Migros’ Facebook Ads stood out because they emotionally engaged viewers. The humorous street-interview concept made the content relatable and shareable, while the clear branding ensured instant recall. According to Meta’s brand lift study, this approach drove an 11.4-point increase in ad recall—proof that creativity directly impacts memorability.
Strategic Sequencing: The Power of Funnel-Based Campaigns
However, Migros adopted a strategic two-phase structure in their Facebook Ads that ensured a logical progression. In the first phase, focused on awareness, Migros achieved broad reach through the use of entertaining and educational content. This was followed by the consideration phase, where the brand delivered targeted nudges in the form of practical instructions, such as “Here’s how to shop in the app.” By implementing this funnel-based approach, Migros minimized wasted ad spend as it only retargeted users who had already demonstrated interest, thus optimizing the effectiveness of its advertising efforts.
III. Comparative Insights from Other Meta Success Stories
Ounass: How Automation Boosted Luxury E-Commerce Sales
The luxury retailer Ounass tested Meta’s Advantage+ shopping campaigns, which use AI to automate ad placement, budgeting, and audience targeting. The cost per purchase was 19% lower than that of manual Facebook Ads. For conversion-focused campaigns, automation tools like Advantage+ can significantly improve efficiency. When combined with Meta’s Advantage+, this dual-layer automation ensures optimal Facebook Ads performance while minimizing wasted spend.
Water Bear Photography: Establishing Trust Through Meta Verified
Photographer Kimber Greenwood used Meta Verified to enhance her brand’s credibility. The verified badge not only protected her from impersonation but also increased audience trust—critical for small businesses relying on organic reach. Verification tools can amplify authenticity, especially for creators and SMBs. In the case of SMBs and creators, the establishment of trust is not limited to verification badges.
Creator Marketing: The Rise of AI-Powered Partnerships
Meta’s new AI-driven creator recommendations help brands identify influencers whose content aligns with their goals. For example, a beauty brand can now discover creators with proven success in driving conversions.
Topkee’s TAG technology can further enhance automation capabilities, enabling granular audience segmentation by tracking user behavior across platforms, allowing advertisers to dynamically adjust creative content and bidding strategies based on real-time data.Topkee’s TTO topic management tool complements this by curating authentic, data-driven creative themes that align with audience preferences. By analyzing user interactions (e.g., comments, shares) and transactional histories, Topkee helps brands craft narratives that reinforce authenticity—whether through behind-the-scenes content or customer testimonials.By continuously monitoring performance via Topkee’s TM tracking module, advertisers can refine FB Ads creatives in real time—critical for maintaining relevance in dynamic markets.
Conclusion & Actionable Takeaways
Migros’ Facebook Ads campaign serves as a prime example, showing that successful Facebook advertising demands a combination of art and science. This entails pairing compelling creative content with strategic sequencing and comprehensive measurement. Brands aiming to replicate Migros’ success can do so by structuring their FB Ads in distinct phases, beginning with awareness and progressing to conversion, to guide users in a logical manner. Prioritizing mobile-first creative, such as vertical videos and quick-impact branding, is crucial for achieving higher engagement. Leveraging Meta’s automation tools like Advantage+ and Brilliant Basics helps optimize Facebook Ads performance. Additionally, brands should measure beyond simple click-through rates and conduct brand lift studies to accurately assess the true impact of their advertising efforts.
For brands ready to elevate their Facebook Ads strategy, these insights offer a proven roadmap—from capturing attention to driving conversions.
