The Challenge
Back On The Racks isn’t a traditional retail business.
The consignment model means the company needs to reach two audiences at the same time: people looking for something interesting to buy and people who have clothing, furniture and other items they want to consign.
That made the goal of the advertising more than simply getting products in front of people.
Wingman needed to help Back On The Racks grow its social audience, keep people engaged with new inventory and promotions, and create opportunities for potential shoppers and consignors to start conversations with the business.
What We Did
Wingman developed paid social campaigns across Facebook, Instagram and TikTok, with different campaigns built around different customer actions.
Some advertising focused on growing the audience. Other campaigns encouraged people to message Back On The Racks directly with questions about shopping, consigning and how the process works.
The creative mattered too.
Content explaining consignment performed particularly well, along with general store promotions and videos highlighting specific products. Rather than relying on one type of ad, the campaigns used a mix of educational, promotional and personality-driven content.
That gave people several ways to discover the business and a reason to take the next step.
Building an Audience
From March through August 2026, paid advertising generated:
- 2,363 new Instagram followers
- 960 new Facebook followers
- 1,309 new TikTok followers
That’s 4,632 paid social follows in six months.
Instagram was particularly effective for audience growth. Of the Instagram follows attributed to the Meta follower campaign, 1,050 came through Instagram Stories, showing how important that placement became for introducing new people to the brand.
Across the Meta follower campaign, the average cost per follower was $0.92.
From Followers to Conversations
Growing an audience was only part of the strategy.
Wingman’s Meta messaging campaign generated 1,138 messages over six months, at an average cost per message of $2.44.
Those messages represent something more valuable than passive exposure. People were taking the additional step of reaching out to the business directly.
The strongest individual messaging ad focused on furniture consignment, generating 465 messaging conversations. Other successful ads explained how consignment works, answered questions and promoted seasonal consignment opportunities.
That performance helped show us what audiences wanted from the content: not simply promotions, but useful information about how to do business with Back On The Racks.
More Than 36,000 Clicks
The campaigns also generated substantial interaction beyond follows and messages.
Meta advertising produced 26,098 clicks and reached 140,276 people during the six-month period.
TikTok added another 10,754 clicks, bringing the combined reported total to more than 36,800 clicks across Meta and TikTok.
On TikTok, video advertising reached 63,987 people and generated 40,878 six-second video views, 4,629 paid likes and 1,309 paid follows.
Learning What the Audience Responds To
The campaign did more than produce numbers. It gave us useful information about what Back On The Racks’ audience responds to.
Consignment-focused videos and content have been particularly effective. Product-focused videos and broader store promotions have also performed well.
Instagram proved especially effective for follower acquisition, while Facebook generated most of the direct messages.
Those differences matter.
Instead of expecting every platform and placement to do the same job, the results are helping Wingman refine the strategy around what people are actually doing on each one.
The Results
In six months, Back On The Racks’ paid social campaigns generated:
- 4,632 paid social follows
- 1,138 direct messages
- $0.92 average cost per follower on the Meta follower campaign
- $2.44 average cost per message on the Meta messaging campaign
- 36,800+ reported clicks across Meta and TikTok
- 140,276 people reached through Meta
- 40,878 six-second TikTok video views
- 4,629 paid TikTok likes
What Comes Next
The performance also gives us a clearer direction for the next phase.
Because consignment education has resonated so well, there’s an opportunity to create more content that explains the process and answers the questions potential consignors have before reaching out.
Live Shopping is another area we’re continuing to develop, with more promotional and explanatory content designed to show people what it is, how it works and why they should participate.
The goal isn’t simply to keep buying followers.
It’s to keep turning that growing audience into people who watch, click, ask questions, shop and consign.
Services: Paid Social Advertising | Meta Ads | TikTok Ads | Audience Growth | Messaging Campaigns | Social Media Strategy
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- Published On: October 1, 2026
