BEARBOTTOM CLOTHING

Bearbottom Clothing ran a campaign on Instagram to understand the value of adding music to video ads, and saw a 19% increase in conversions when using licensed music compared to video ads without music.

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THE STORY
Comfortable clothing for men

Bearbottom Clothing launched in 2014 with the mission of becoming the internet’s go-to source for comfortable and versatile menswear. The company operates on a buy-one-give-one model, donating a school meal to a child in India for each item sold.

14%

lower cost per purchase using licensed music, compared to usual video ad creative without music

19%

increase in conversion rate using licensed music, compared to, usual video ad creative without music

19%

increase in return on ad spend using licensed music, compared to usual video ad creative without music

Meta plays a critical role in our customer acquisition game plan, and video ads are integral to our creative strategy. Our testing proved that selecting the right music is well worth it, as videos with music generally performed better than videos without music. We learned that we can rely on licensed music and Meta’s Sound Collection as audio sources.
JOSH FIRESTONE, CMO, BEARBOTTOM CLOTHING
THE GOAL
Boosting awareness and sales

Bearbottom Clothing wanted to run a test campaign to see if including music in its Instagram video ads could help boost campaign results.

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THE SOLUTION

Measuring the extra value of music

Bearbottom Clothing was curious about whether adding music to its usual video ads without music could boost brand awareness or sales. So the team decided to test the impact of paying to use copyrighted licensed music in its ads, as well as using free music from Sound Collection—Meta's royalty-free music library that advertisers can pull from.

Bearbottom Clothing ran a three-cell A/B test that compared:

Cell 1: Usual video ads with no music

Cell 2: Usual video ads that used licensed music

Cell 3: Usual video ads that used Sound Collection music

All other campaign elements – such as placements, target audience and budgets – were the same across cells. The video creative showed a young guy skateboarding around town wearing the brand’s shorts and shirts in a variety of colours. The ad included a Shop now button that linked to Bearbottom Clothing’s website.

The team delivered the ads to a broad audience of US men aged 18 and over in Reels and Stories on Instagram, and used the Advantage campaign budget feature to automatically distribute spend across the best-performing ad sets in real time.

Bearbottom Clothing determined the results of this June 8–22, 2022 campaign using a conversion lift study and a brand lift study, which revealed:

  • 14% lower cost per purchase using licensed music, compared to usual video ad creative without music
  • 19% increase in conversion rate using licensed music, compared to usual video ad creative without music
  • 19% increase in return on ad spend using licensed music, compared to usual video ad creative without music
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