Misfit Digital undertook a detailed analysis to understand what was going wrong within the current strategy. They preformed quantative and qualitive research, identifying mobile phone buying trends within the Australian market & insights into why people bought (or didn't buy) from OzMobiles. A new Facebook ads strategy was created for each of the target personas, providing a TOF/MOF/BOF strategy to build trust, educate consumers on the brands USPs and drive conversion. The target overall return on adspend for the platform was set at x4.1 based off the fact this was a brand new campaign and new audiences in market. The target cost per sale was set at $122 to achieve this based off their average order value. The Facebook ads strategy was to provide a test and learn approach, with the core objective being sales. The ads managers we tasked with testing over 100 pieces of creative variants within 10 audiences per persona. The team took an approach of optimisting towards the greatest ROAS, making sure that they were scaling the appropriate creative to drive the most return.