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Doing More with MORR
MORR Protective Gear aims to protect and empower its customers. Specializing in protective eyewear, MORRgear delivers affordable, durable and lightweight sunglasses that allow the wearer to enjoy Mountain Biking, Hiking, Skiing or any outdoor Mountain Sport without worry.
Go Where the People Are
MORRgear zeroed itself in towards becoming a lifestyle brand. They wanted to know what opportunities were out there outside of their original focus of only Mountain Biking. MORRgear and Hüify used Facebook Ads to gauge interest in a Campaign Designed to find out what other uses their products would fit with. Four Ad Campaigns were launched simultaneously with six variations of Ad Sets in each one with varying Copy and Creative. Every ad directed people to a Landing Page for the Campaign (dubbed the MORR Explorer Campaign, MEx, for short).
The Ads were directed broadly to individuals who lived in the United States and were aged 25-65 years old. From all the entries new insights were gained on what demographics are interested in protective sunglasses. Additionally with all the Ad Sets and Variations MORRgear was able to optimize and learn which message copy and creative were most effective.
A Broader “Focus”
MORRgear discovered new markets for their products in the process of gauging interest and conducting Market Research with Facebook Ads. Using the results from the campaign, MORRgear was able to proceed with branding and messaging that was no longer a shot in the dark, but a proven, tested voice that was shown to resonate with real potential customers, not a test group The insight gained from this Facebook Ad Campaign Market Research was:- Through this campaign we found optimal messaging that can be continually used to convert at the lowest cost per click (CPC)
- Discovered the need for stylish, durable and lightweight Sunglasses was much broader outside the Mountain Biking field
- New Market Segments that expand out of Mountain Sports and into Public Service and Vocational Fields
- Market Segments Broadened
- Discovered New Needs of Potential Customers
- Gauged and Tested the Effectiveness of Language and Messaging
