Meta Ireland has launched two new episodes of its thought-provoking Performance Talks series, which takes an in-depth look at brands successfully driving better performance and efficiency, with the support of Meta tools, to help grow their business.
Speaking with Anne O’Leary, Head of Meta Ireland - Kiran Sahota, Chief Marketing Officer at lingerie and apparel brand Lounge said that in order to achieve growth, companies need to have no fear and adopt a test-and-learn mentality.
Anne O'Leary, Head of Meta Ireland, chats to Alexander Lodeweyckx, Head of Performance at Loop Earplugs
One product that led to business growth for Lounge was Meta’s Advantage+ shopping campaigns (ASC). Part of Meta’s Advantage Suite of automated ad products, ASC uses AI to automate the entire campaign process – from creative, to targeting, to optimization and placement – in order to help advertisers improve their results.
Using ASC, Lounge discovered a new audience that it previously wouldn’t have targeted in its everyday marketing, leading to a growth in revenue and extended audience engagement.
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Being reactive and agile in an ever-changing landscape for business was highly ranked on Sahota’s list of ways that growth can be achieved.
While presenting this piece of insight, she cautioned that remaining reactive and agile can be challenging depending on business goals and objectives.
However, she advised that to achieve growth, businesses often need to “just go for it.”
Intuition and instinct was a key piece of advice for business leaders and marketers from Sahota. As she concluded the sharing of her top three tips with O’Leary, she advised business leaders to trust their gut just as much as they trust business numbers to boost growth and achieve success.
Alexander Lodeweyckx, Head of Performance at global earphone business Loop Earplugs said that marketers need to have a ruthless experimentation culture.
This should focus on developing mindsets, which build and scale skills among staff. Employing a culture focused on research and trialling products helps companies to drive forward in their growth strategies, according to Lodeweyckx.
He recommended that businesses build an internal content system to simplify the messaging process.
Speaking with O’Leary, Lodeweyckx said that by using Meta’s ASC and Conversions API tools, which allow businesses to create a direct connection between their marketing data and Meta’s platform, Loop has had tremendous results in driving audience engagement, generating user content and maximising marketing performance.
Meta’s Performance Talks Series aims to provide audiences with insights and expertise from business leaders across a range of sectors on how they set their marketing priorities, what practices they use to achieve business goals and how Meta apps such as Facebook, Instagram and WhatsApp are used to connect with audiences and drive growth.
Anne O'Leary, Head of Meta Ireland, chats to Kiran Sahota, Chief Marketing Officer at Lounge
To watch the latest interviews with Alexander Lodeweyckx and Kiran Sahota for the Performance Talks series, visit the Meta Ireland Facebook Page.
