Bottega Veneta ran Instagram and Facebook video ads, photo ads in carousel format and dynamic ads in a campaign to attract more luxury fashion shoppers, resulting in a 2.1X lift in incremental return on ad spend.
Bottega Veneta is an Italian luxury goods and high-fashion brand best known for its men's and women's ready-to-wear clothing, leather goods, handbags, shoes, jewelry, accessories and fragrances. Founded in 1966 in Vicenza, Italy, it is headquartered in Lugano, Switzerland.
incremental lift in sales (online and in-store)
lift in incremental return on ad spend (online and in-store)
lift in online product views
lift in online products added to the cart
Bottega Veneta wanted to boost brand awareness, attract entirely new potential customers and, ultimately, increase customer sales conversions.
To drive stronger results at each stage of the customer journey, the luxury brand wanted to run a campaign that didn’t just focus on brand awareness or solely on conversions, but took the entire sales funnel into account.
Bottega Veneta worked with Facebook Marketing Partner SocialCode on the Instagram and Facebook campaign, which used an array of ad formats and delivery methods to drive awareness at the top of the sales funnel, and drill down further to its target audience of prospective and current customers. To achieve this, Bottega Veneta created a sequential ad experience that not only helped engage people throughout the sales journey, but also helped them understand the path to conversion.
In the initial brand awareness phase, the company ran a series of 4 visually evocative and hypnotic storytelling video ads in Instagram feed. Then, to increase traffic to the website, it created gender-specific photo ads in carousel format: the ads aimed at men featured a variety of bags and accessories for spring/summer 2018, while the ads aimed at women featured a mix of products, or only handbags. Each photo ad in carousel format had a “Shop Now” call-to-action button that clicked through to the company website.
Bottega Veneta showed these ads to value-based lookalike audiences of men and women in the US, Japan and South Korea. It also showed the ads to people who had earlier engaged with its ads and posts about New York Fashion Week 2018. The company then ran ads focused on sales to encourage people to make a purchase, either online or in-store.
The company then showed dynamic ads to people who had expressed interest earlier by clicking through to its website from the photo ads: these gender-specific ads highlighted the specific products they had viewed, along with price and availability.
The results of this April 1–15, 2018 campaign were based on reporting data from Facebook Ads Manager and using a Facebook conversion lift study, which revealed:
68% incremental lift in sales (online and in-store)
2.1X lift in incremental return on ad spend (online and in-store)
2.7X lift in online product views
2.3X lift in online products added to the cart