The womenswear brand saw a 39% lower cost per new customer from ad creative designed for and delivered in Reels compared to its typical ad creative running in multiple Meta placements.
Founded in 2011 as an online lingerie startup, Adore Me has evolved into a direct-to-consumer womenswear brand spanning numerous categories designed for women of all sizes and budgets in all phases of life. The company offers a unique try-at-home commerce service and a model that seeks to make sustainable clothing affordable and available to all consumers.
lower cost per new customer from Reels ads with new creative, compared to ads with usual creative
higher reach for ads from Reels ads with new creative, compared to ads with usual creative
higher reach among 18- to 34-year-olds for Reels ads with new creative, compared to ads with usual creative
Adore Me wanted to determine whether using video ad creative specifically designed for Meta’s Reels placement could help it efficiently boost sales of the Elite Box, its try-at-home subscription, among potential customers.
Trying on new ways to engage
For years, Adore Me has successfully grown its business with strategic advertising campaigns across Meta technologies. As the brand looked at how to continue finding new ways to reach new audiences, it recognized the opportunity to take advantage of Meta’s new Reels placement. The team set up a three-cell A/B test to determine if using Reels, and ad creative tailored for it, could outperform the brand’s usual creative delivered across all placements.
The test compared:
- its usual creative with Advantage+ placements
- its usual creative with Reels placement only
- new creative designed for and delivered in Reels placement only
The usual creative primarily consisted of photo ads with still images showcasing various Adore Me products, in addition to video ads that followed the same theme. For the new creative, the team identified current Reels content trends in the apparel category, then worked with its network of creators to replicate the trends in bespoke creative content that incorporated Adore Me’s products.
The team served the ads to a broad audience of US females aged 18 and over. By using Advantage+ placements in its non-Reels test cell, Adore Me enabled Meta to run the ads where they were most likely to deliver the best results at any given time. The brand also used Advantage campaign budget in each test cell to automatically distribute spend across the best-performing ad sets in real time and automatic advanced matching to accurately attribute online sales back to specific purchasers.
Adore Me determined the results of the campaign using a conversion lift study, which revealed:
- 39% lower cost per new customer from Reels ads with new creative, compared to ads with usual creative
- 26% higher reach for ads from Reels ads with new creative, compared to ads with usual creative
- 6% higher reach among 18- to 34-year-olds for Reels ads with new creative, compared to ads with usual creative