Everyone Should Know How Migros Boosted Ad Recall with Mobile-First Facebook Ads

In the competitive world of digital advertising, standing out requires more than just a compelling message—it demands a strategic, mobile-first approach. Migros Online, Switzerland’s largest online supermarket, exemplifies this with its recent Facebook Ads campaign. The campaign aimed to raise awareness of its new online shopping feature within the Migros app, leveraging mobile-first best practices and Meta’s Brilliant Basics principles. The results were impressive: an 11.4-point increase in ad recall, a 4.5-point boost in brand awareness, and a 2.3-point rise in consideration. These metrics not only highlight the campaign’s success but also underscore the importance of mobile optimization in today’s digital landscape.

Migros’ campaign is a testament to the power of combining creativity, data-driven strategies, and mobile-first design. By focusing on vertical video ads, sound-off messaging, and phased campaign structures, Migros achieved remarkable results that outperformed industry benchmarks. This case study offers valuable insights for marketers looking to enhance their FB Ads performance.

I. The Strategy: Mobile-First Facebook Ads

Migros’ campaign was built on a foundation of mobile-first best practices, ensuring that the ads were optimized for the way users interact with their devices. The creative team, in collaboration with agency Wirz, developed vertical video and photo ads that immediately captured attention. Key branding elements, such as the orange Migros logo, were displayed within the first three seconds, ensuring instant recognition. Additionally, the ads incorporated simplified text overlays, making them effective even without sound—a crucial consideration given that many users scroll through social media with their devices muted.

The campaign’s creative execution was both humorous and relatable, leveraging a popular social media trend: street interviews. In one ad, a man was shown the Migros app and reacted with genuine surprise and delight at the convenience of online shopping. This emotional connection resonated with viewers, driving engagement and memorability.

Migros also adopted a phased campaign structure to maximize impact. The awareness phase focused on video views, using broad targeting to reach a wide audience. The consideration phase shifted to landing page views, showcasing the app’s features and usability. This phased approach allowed Migros to tailor its messaging and optimization strategies to different stages of the customer journey.

Finally, the campaign adhered to Meta’s Brilliant Basics principles, including broad targeting, frequency control (1.5–2X impressions per week), and multi-platform delivery (Facebook Feed, Stories, Reels, and Instagram Explore). These principles ensured efficient reach and engagement, driving the campaign’s success.

II. The Results: Measurable Impact

The results of Migros’ campaign speak for themselves. Using a brand lift study, the company measured a 11.4-point increase in ad recall, indicating that the Facebook Ads were highly memorable. This is a significant achievement, as ad recall is a key metric for assessing the effectiveness of awareness campaigns.

In addition to ad recall, the campaign also drove a 4.5-point increase in brand awareness, demonstrating that Migros successfully expanded its reach and recognition among Swiss consumers. Furthermore, the campaign achieved a 2.3-point rise in consideration, showing that it not only captured attention but also encouraged users to explore the Migros app further.

The campaign reached 1.54 million people in Switzerland, a testament to its broad targeting and multi-platform delivery. These results highlight the power of mobile-first, creative, and data-driven FB Ads in driving measurable impact.

III. Key Lessons and Best Practices

Migros’ campaign serves as a rich source of key lessons for marketers. The campaign demonstrated that creative design is pivotal; by using humor and relatable content, and capitalizing on a popular social media trend, Migros crafted Facebook Ads that were both engaging and memorable, driving audience interaction. In an era dominated by mobile usage, mobile optimization proved equally crucial. Migros’ adoption of vertical formats and sound-off messaging ensured their ads could instantly capture the attention of mobile-first users.

Migros also effectively implemented phased campaigns, separating the awareness and consideration phases. This approach allowed for targeted optimization strategies, guiding users smoothly through the marketing funnel. Additionally, leveraging Meta’s tools, specifically by adhering to Brilliant Basics principles, enabled efficient targeting and frequency management, significantly contributing to the campaign’s success.

Marketers can apply these best practices to their own FB Ads, which will likely help them achieve similar positive results.

IV. Broader Implications for Digital Advertising

Migros’ success not only stands as a testament to its effective campaign execution but also highlights several broader trends in digital advertising. Meta’s advancements in AI and automation, embodied by tools like GEM, Lattice, and Andromeda, play a crucial role. These innovations enhance ad relevance and performance, allowing advertisers, including Migros, to roll out personalized, data-driven campaigns on a large scale.

In addition, omnichannel strategies are becoming increasingly essential. By integrating multiple platforms such as Facebook, Instagram, and Reels, Migros was able to maximize reach and impact, ensuring their Facebook Ads connected with a diverse and extensive audience. This approach aligns with Topkee’s multi-player multi-position advertising model, which emphasizes interoperability across Facebook, Instagram, Messenger, and WhatsApp to achieve diverse marketing objectives, from awareness to sales performance.

Data-driven decision-making is another defining trend. Migros effectively utilized brand lift studies and conversion lift studies to measure incremental return on investment (ROI) and refine its campaign strategies. This aligns with Topkee’s TAG precise audience strategy, which utilizes TTO marketing tools to track user behavior across platforms, enabling precise audience segmentation and creative customization. By integrating multi-channel data and optimizing conversion strategies, advertisers can achieve higher efficiency and effectiveness.

Collectively, these trends emphasize the significance of embracing innovative, data-driven approaches in digital advertising. They provide a roadmap for advertisers aiming to stay competitive and drive success in the digital advertising landscape.

Conclusion

Migros’ campaign serves as an outstanding illustration of the power of mobile-first, creative, and data-driven Facebook Ads in generating significant results. By centering on vertical video ads, sound-off messaging, and phased campaign structures, Migros witnessed an 11.4-point increase in ad recall. The campaign also led to remarkable enhancements in brand awareness and consideration.

For marketers, the campaign offers clear and actionable takeaways. Firstly, investing in mobile-optimized creative content is crucial. Secondly, leveraging Meta’s AI-driven tools for accurate targeting and optimization can significantly enhance FB Ads performance. Finally, measuring and refining campaigns through advanced analytics enables continuous improvement.

As the digital advertising landscape continues to evolve at a rapid pace, integrating these strategies—mobile optimization, AI-powered targeting, and data-driven refinement—will be essential for marketers aiming to stay ahead of the competition.

Appendix: 

• Meta Lattice
• Meta Andromeda
• Just Russel
• Hong Kong and Singapore Financial Forum