Launched in the UAE in 2016, online fashion retailer 6thstreet.com has grown to cover the Kingdom of Saudi Arabia, Oman, Bahrain, Kuwait and Qatar. Part of the Apparel Group, 6thstreet.com sells brands for women, men and children in many categories, including shoes, jeans and handbags.
lower incremental cost per order, compared to usual campaign
incremental return on ad spend, compared to usual campaign
increase in reach, compared to usual campaign
6thstreet.com wanted to drive sales on its ecommerce platform and maximise the efficiency of its advertising on Meta apps.
Testing Advantage+ shopping campaigns
6thstreet.com used Meta’s Advantage+ shopping campaigns to reach people at all stages of their purchase journey, and to generate catalog-based ads that would appeal to people’s interests. Advantage+ shopping campaigns work to achieve the highest performance from online sales campaigns with minimal effort or management by automatically optimising multiple campaign options—including ad creative, targeting, placements and budget—to find the best opportunities to drive conversions.
Advantage+ shopping campaigns enable ecommerce and direct-to-consumer retail and brand advertisers to potentially achieve better performance, greater personalisation and more efficiency. Instead of running several campaigns with segmented audiences, Advantage+ shopping campaigns let advertisers combine audiences for a given market into a single campaign structure. This is designed to simplify creation and management, while reducing audience overlap.
6thstreet.com’s usual campaigns used ads focusing on catalog items that were personalised to viewers’ preferences. The ad creative for this Instagram campaign focused on the autumn/winter collection of clothing, and featured images and short video of models wearing 6thstreet.com clothing against a backdrop of autumnal colours.
The campaign ran September 28–October 28, 2022, and was measured with a multi-cell lift test which showed:
- 67% lower incremental cost per order, compared to usual campaign
- 3X incremental return on ad spend, compared to usual campaign
- 2X increase in reach, compared to usual campaign