Meta MeUndies MuteSix worked with the underwear and apparel brand to help launch their Black Friday and Cyber Monday promotional campaigns on Facebook and Instagram. The Goal MuteSix was tasked with executing the MeUndies Black Friday and Cyber Monday promotional campaign on Facebook and Instagram. The Strategy For its Black Friday and Cyber Monday promotions, MeUndies launched a campaign that used dynamic ads in the carousel format to retarget people who had browsed the products on its website but had not yet completed a purchase. We embedded a Facebook pixel on the MeUndies website and optimized it for its view content and add to cart pages. This allowed the team to build a Custom Audience of people who had visited the MeUndies website and either only viewed a product or added a product to the online shopping cart but later abandoned it. MeUndies further segmented this audience based on when they had viewed or added products to the cart, as well as by US and international traffic. Ad creative featured product shots of the items people expressed interest in on the MeUndies website, while two versions of ad copy were tested, with one using a Business Insider quote highlighting MeUndies as the most comfortable underwear in the market. 25% Cost per purchase decrease 5x ROAS 30% Cost per add-to-action decrease Back View Next Case Study