WEEKDAY

Weekday decided that the most effective way to raise brand awareness and consideration in its key overseas markets would be to focus on its denim collection. Weekday worked with its agency s360 and with Meta Creative Shop to produce a brief for video ads, which it then handed over to creators. Ads from creators typically outperform regular ads on Facebook and Instagram because they feel more informative, relevant and entertaining.

The brief that Weekday devised took existing trends for Instagram Reels into account. Weekday then worked with a diverse set of creators from its community to make the reels more relevant and relatable for its young female audience.

After receiving the raw assets from creators, Weekday worked with Meta Creative Shop to edit them for Instagram’s best practices and for different campaign objectives. Ads for the brand awareness objective introduced Weekday’s denim range via several creators, asking “Which jeans fit is your fav?” Ads with the consideration objective introduced a mobile storefront with curated products, asking people to “Help creator X pick their perfect jeans.” Finally, ads for the conversion objective highlighted key product benefits with guiding copy and closeups, and used creator images instead of model images.

To maximize brand impact and exposure throughout the entire customer journey, Weekday and its agency s360 added a four-week broad brand awareness campaign to the existing consideration and conversion campaign. Weekday planned reach and frequency campaigns with brand awareness objectives for brand impact (over 50% reach, frequency more than twice/week). The consideration and conversion campaigns were optimized for different conversion events (view content and purchase) to encourage sales and reach existing, likely and new customers.

The results of the August 23–September 19, 2021 campaign were measured by a brand lift study, which revealed: