Savage X Fenty is a lingerie brand co-founded by Rihanna that is designed for anyone who wants to wear it. The range also features bras, underwear, sleepwear and loungewear.
increase in purchase intent with brand awareness-focused ads and response-focused ads
increase in unaided ad recall with brand awareness-focused ads and direct response-focused ads
more reach with brand awareness-focused ads and direct response-focused ads
decrease in cost per thousand impressions with brand awareness-focused ads and direct response-focused ads
Savage X Fenty wanted to boost awareness of its brand and inclusive values among new audiences, and retain and expand its existing customer base. It also wanted to reduce ad frequency on Instagram by shifting from running direct response campaigns alone to adding brand-focused campaigns to reach wider audiences.
A thrilling new combination
Savage X Fenty decided to raise awareness amongst people who might be new to the brand on Instagram and Facebook by adding new reach-focused campaigns to its business-as-usual direct response advertising. For this campaign, Savage X Fenty added more strongly branded ads that were optimized for reach to its usual offer-driven ads. Its branded ads clicked through to its official landing page, while its offer-driven ads clicked through to a quiz to register for a subscription.
The ads were targeted to all adult women living in France. The content featured a mixture of its bestselling styles and its new collection and were created half in-house, with the other half produced by selected influencers on Instagram. The creative concepts included product displays, unboxings and influencers trying on the clothes.
Results were measured with both a brand lift and conversion lift test. A brand lift test uses a brand’s chosen audience to create test and control groups and then poll people in both groups about topics such as ad recall, brand awareness and message association. A conversion lift test uses information from all available sources—including the Meta pixel—to compare the actions of real people in randomized test and control groups to measure the additional online, offline or mobile app business driven by ads on Instagram, Facebook and Audience Network.
The campaign ran from March 15–30, 2022, and achieved:
- 5.3-point increase in purchase intent with brand awareness-focused ads and response-focused ads
- 6.9-point increase in unaided ad recall with brand awareness-focused ads and direct response-focused ads
- 50% more reach with brand awareness-focused ads and direct response-focused ads
- 28% decrease in cost per thousand impressions with brand awareness-focused ads and direct response-focused ads