Vua Nem, a top mattress retailer in Vietnam, partnered with Meta to test a creative diversification strategy.
By mixing vertical creator-led videos with static images in a single ad set, they achieved a 31% lower cost per lead, 74% lower cost per message, and 335% more conversations.
This approach prevented ad fatigue and improved engagement signals.
Additionally, they used Messenger Marketing Messages with audience segmentation through partner Pancake, resulting in open rates 1.5-2 times higher than email and 1.6 billion VND in revenue from just 56 orders.
The case highlights the power of diverse creative formats and personalized re-engagement.
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