ALICE + OLIVIA BY STACEY BENDET
alice + olivia ran a multi-phase Instagram and Facebook ad campaign to increase ad reach, drive brand awareness and boost clothing sales, resulting in a 72% lift in revenue.
Launched in 2002, alice + olivia by Stacey Bendet is a brand that allows customers to express their personal style. With clothing that juxtaposes the whimsical and flirty with the sexy and sophisticated, alice + olivia epitomizes the personality and perspective of its founder.
increase in revenue across all channels, year over year
increase in new visitors to the website, year over year
more conversions during phases 3 and 4 (compared to phases 1 and 2)
The fashion brand wanted to target prospective customers to increase brand awareness and discovery prior to its fashion show at New York Fashion Week, and then encourage them to shop on aliceandolivia.com after the show.
The brand wanted to build a multi-phase digital ad campaign focused on New York Fashion Week to reach a broad audience of shoppers. So, alice + olivia partnered with Facebook Creative Shop to create mobile-first content and develop a campaign strategy. Together, they built sequential ads to first drive brand awareness before alice + olivia’s show at Fashion Week, and then boost purchase consideration and clothing sales after the show.
Phase 1 consisted of video ads featuring eye-catching outfits from the brand’s spring 2019 collection, along with messaging “Follow our fashion week. First stop is Wonderland.” A Learn More call-to-action button linked to a landing page with information about alice + olivia’s upcoming show at Fashion Week.
Phase 2 featured video ads in carousel format in the full-screen Instant Experience showing models at the brand’s Fashion Week show, along with messaging “We’ve stamped your passport, now step into Wonderland.” These ads had Swipe to explore #AOSpring19 call-to-action buttons that linked to a landing page on the alice + olivia website showing items from its fall 2018 collection.
Phase 3 consisted of video and photo ads in the collection ad format in full-screen Instant Experience showing sparkly pieces from alice + olivia’s fall 2018 fashion line. Messaging encouraged viewers to “Shop our world of color.” Learn More call-to-action buttons linked to the brand’s online product catalog.
Phase 4 included video ads in carousel format showing stylish pieces from the fall 2018 collection with messaging “Shop these new styles to look and feel as powerful as you are.” Each ad had a Shop Now call-to-action button that linked to specific product pages on the brand’s website.
Ads in each phase were shown in Facebook News Feed, Instagram feed and Instagram Stories. And in each of the 4 phases, alice + olivia served the ads to these 3 different audience segments:
Audience 1: the brand’s existing customers, its email subscribers and its Instagram and Facebook account followers and engagers
Audience 2: people who had visited its website in the last 90 days, as well as those who had engaged with video content (excluding audience 1)
Audience 3: 1–2% lookalike audiences of audience 1 (excluding audience 1)
The fashion brand determined the results of this campaign, which ran September 9‒October 1, 2018, based on reporting data in Facebook Ads Manager, a Facebook split test and Google Analytics, which revealed:
72% increase in revenue across all channels, year over year
2.2X increase in new visitors to the website, year over year
5X more conversions during phases 3 and 4 (compared to phases 1 and 2)
528,487 3-second video views