2024-01-25
UGG's Strategic move on Snapchat yields an impressive 89% ROAS boost
In a recent collaboration that set the French fashion scene ablaze, UGG, Jellyfish, and Snapchat joined forces to deliver a resounding success, boasting an outstanding 89% Return on Ad Spend (ROAS) increase. This partnership not only showcased UGG's iconic footwear but also underscored the brand's commitment to staying at the forefront of digital marketing trends.
UGG, a stalwart in the fashion industry for almost fifty years, strategically chose Snapchat as the platform to captivate the discerning tastes of French fashionistas. With the support of Jellyfish and utilizing Snapchat's dynamic advertising capabilities, the US-based brand embarked on a two-week campaign from August to September, focusing on the French market.
Harnessing the power of Snapchat's 7-0 optimization setting, designed for enhanced performance, UGG seamlessly integrated its existing catalog into two Dynamic Product Ad campaigns. Snapchatters were treated to variations of UGG's signature styles, with the convenience of making purchases at the tap of a button.
The A/B testing approach adopted by UGG proved to be a masterstroke, with one campaign employing the 28-1 optimization and the other utilizing the 7-0 optimization. The results spoke volumes, showcasing an 89% increase in ROAS. UGG not only maintained a robust performance on the 28-1 attribution window but also witnessed remarkable improvements in the 7-0 (81%) and 1-0 (82%) attribution results.
The success of this strategic collaboration has charted a clear path for UGG's future cross-market strategy. The brand has decided to leverage the power of 7-0 optimization for all its conversion campaigns on Snapchat, to further elevate its digital marketing efforts and drive increased revenue.
New features like 7-0 optimisation are fantastic tools to take our campaigns to the next level and further expand our Snapchat strategy next year.
Sophie Morgan-Short, Paid Social Director at Jellyfish
UGG's venture into the dynamic world of Snapchat has not only boosted sales but has also positioned the brand as an innovative player in the ever-evolving landscape of digital marketing.