The online fashion retailer enjoyed a 12-point lift in purchase intent in the UK and a 9-point lift in purchase intent in the US after running dynamic ads for broad audiences on Instagram.
Rooted in Los Angeles, and living everywhere online, Nasty Gal began in a tiny San Francisco apartment stacked with killer vintage and a single laptop. Today, the company has set up office across the globe in more than 60 countries under UK-based fashion retailer The Boohoo Group.
increase in purchase intent in UK
increase in purchase intent in US
increase in ad recall in UK
increase in brand awareness in US
Nasty Gal wanted to make sure that its range of clothing was at the forefront of consideration for fashion-conscious young women in both the US and the UK.
To showcase its range of clothing and styles and bring the brand to a wide audience, Nasty Gal worked with digital marketing agency SocialAmp to run dynamic ads, mainly on Instagram. Dynamic ads automatically show the right products to people who have expressed interest on a website, app or elsewhere on the internet. The ads showcased products from the Nasty Gal catalog in video, image and carousel format. The brand also ran Instagram ads with the traffic objective to encourage people to visit the Nasty Gal website and app.
Nasty Gal created Custom Audiences to reach people who had visited their website or app. Custom Audiences let marketers find their existing audiences among people who are on Instagram by using customer lists, website or app traffic, or engagement on Instagram. It also used broad audience targeting to reach people who had expressed interest in its products, or similar products.
The campaign ran for four weeks, from June 2–July 1, 2021, and achieved:
12-point increase in purchase intent in UK
9-point increase in purchase intent in US
18-point increase in ad recall in UK
7-point increase in brand awareness in US