Retail department store brand leverages Kargo Commerce’s creative technology to maximize social campaign performance.
Massive retail department stores face a seemingly insurmountable battle when trying to maintain, manage and measure social media advertising campaigns. This effort becomes significantly more challenging during the high stakes and oversaturated period of the holiday shopping season and proves most problematic on Black Friday/Cyber Monday. Already over-taxed by efforts to both manage its supersized inventory and manually promote a continuous stream of sales, discounts, and timed offers, this retailer and its agency could not effectively assess and ultimately, make the necessary adjustments to ensure top performance for their ad campaign. They needed a partner with an effective solution that would enable the brand with deeper value when advertising on the Meta platform and provide a technology that would add overlays dynamically while still driving higher ROAS and engagement.
Kargo Commerce’s proprietary technology proved to be the perfect solution for this retail brand looking to streamline and automate its process. By comparing dynamic ads for broad audiences (DABA) without overlays vs. Kargo Commerce’s Creative Overlays, we tested the effectiveness of the brand’s ad creative. In contrast to DABA without overlays, Kargo Commerce allows advertisers to update messaging around sales, payment options (Afterpay) and countdown clocks automatically and in real time. As the results would later show, this dynamic creative technology proved to be a key differentiator in the overall success of the retailer's campaign.
Additionally, Kargo Commerce promotes increased brand awareness by adding branded borders to the multi-image carousel units. Without these technological enhancements offered by Kargo Commerce, brand marketers are subjected to endless manual changes and constant rerouting back to the learning phase which, in turn, throttles performance KPIs and ultimately weakens the overall campaign. In this unfortunate cycle, our comparison test showed that slight, but important, incremental changes resulting from sales countdowns or promos are almost impossible for the brand's marketers to track and manage effectively. When utilizing Kargo Commerce, this retailer could swap out and test creatives in mere seconds making for a much easier management process and delivering a much stronger overall campaign for the brand.
Lastly, our data and analytics provided real-time insights and learning which empowered the brand’s marketers to devise an informed plan to optimize their ads in order to drive first-rate performance.
Kargo Commerce’s high level creative technology combined with its ability to automatically generate dynamic overlays in the payment option (Afterpay) proved to maximize the retailer’s social media campaign performance and resulted in significant lifts in key KPIs for the brand.
- ROAS: 13% lift
- CTR: 16.6% lift
- Cost per Purchase: 14% lift