DESIGNER SHOE WAREHOUSE

When Designer Shoe Warehouse ran Instagram and Facebook video ads built with mobile-optimized creative, it saw 13% more website sales compared to campaigns that used non-mobile optimized creative.

THE STORY
Leading shoe and accessories company

DSW Designer Shoe Warehouse (DSW) is a leading footwear and accessories retailer offering a wide selection of brand name and designer dress, casual and athletic footwear and accessories for women, men and kids. Founded in 1991, DSW is a division of Columbus, Ohio-based Designer Brands.

13%

more website sales

11%

higher return on ad spend

Partnering with Facebook Creative Shop during pre-production, on set and in post-production helped our teams to think differently about creative development, and the output of this thinking has paid off in performance.
AMY STEVENSON, SENIOR VICE PRESIDENT & CMO, DSW
THE GOAL
Increasing shoe sales

DSW wanted to learn about and implement best practices for Instagram and Facebook ad creative to more effectively attract online shoe shoppers and increase sales.

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THE SOLUTION
Building best-in-class creative

DSW wanted to build hard-hitting Instagram and Facebook ads that motivate people to purchase, so it consulted Facebook Creative Shop, whose strategists, designers and marketers provide guidance on mobile-first best practices and help advertisers use the platforms in more efficient and innovative ways.

For this campaign, DSW’s internal creative team and its media agency, 360i Chicago, partnered with Facebook Creative Shop to make thumb-stopping creative that would pop off the screen. Facebook Creative Shop provided advice on using bold colors, adding lightweight motion to still images and stop-motion elements in video, panning wide or zooming in on products, and adding animation and text overlays.

The teams then built a video ad in carousel format that used stop-motion to showcase sneakers, heels, wedges and sandals—while each carousel card spotlighted just one of these styles. Messaging included “It’s time for a closet refresh.” Another video ad panned out wide and captured attention with hot pink background elements, then quickly zoomed in on a trendy pair of sneakers.

A video ad in collection format showed a woman skateboarding by wearing brightly patterned sneakers. The accompanying photo ads featured other sneaker styles, with the message “There's no such thing as too many sneakers.”

Another ad showcased a pair of heels adorned with daisies while animated flowers popped in and out of the background, along with photo ads of heels in other springtime colors with the message “Flowers = likes. Shop heels, retro platforms and so much more.”

All ads included a “Shop Now” or “Learn More” call-to-action button that linked to the company’s website. DSW showed the ads in Instagram feed, Instagram Stories and Facebook News Feed to US women aged 18–50, excluding current customers. DSW used Facebook’s campaign budget optimization feature to automatically distribute the ad budget to the highest-performing ad sets in real time.

DSW determined the results of its April 4–24, 2019 campaign using reporting data from Facebook Ads Manager, which revealed that using mobile-first optimized ad creative helped achieve:

  • 13% more website sales (compared to using non-mobile optimized creative)

  • 11% higher return on ad spend (compared to using non-mobile optimized creative)