Young and Reckless is a casual apparel brand, established in 1986 by Chris “Drama” Pfaff. It offers T-shirts, tank tops, sweatshirts, outerwear, swimwear and more for men and women.
return on ad spend on top-performing ad set
return on ad spend for all ads combined
Young and Reckless wanted to test ads in Instagram Stories with motion graphics to increase online purchases.
Young and Reckless partnered with Facebook Marketing Partner adMixt, a firm that specializes in ecommerce marketing. adMixt helped Young and Reckless test ads in Instagram Stories and coached the company on how to easily add motion, such as animated text, to its still photos, creating GIFs and cinemagraphs. The team used the improved creative to highlight its Black Friday sale between November 26–December 5, 2017.
Young and Reckless used tracking data from the Facebook pixel, which it had installed on its website Reckless Girls, and created and targeted a Custom Audience of people who had visited the site in the last 180 days. It excluded people who had purchased items or added items to their shopping cart in the last 90 days.
With this targeting strategy, the retailer promoted its big holiday sale to an audience who had already shown they were interested in the company's products. It worked: the ad set that performed the best achieved a 6X return on ad spend and all ads combined achieved a 3X return on ad spend.