Industry

Retail Apparel

Objective

Video vs Static Ads

Solutions

Facebook Video


“SteelHouse social video retargeting delivered a higher CTR than our traditional dynamic Facebook retargeting creatives, driving strong engagement and bringing qualified customers back to the site. In addition, it helped us expand our reach by retargeting customers on Instagram for the first time. As a result, it drove incremental sales at a profitable ROAS. We plan to strategically utilize video for our future social retargeting efforts given the success we’ve seen with this.”

Angela Chen

eCommerce Digital Marketing Acquisition Specialist

Facebook Video Ad Results

  • Click Through Rate: 6.5X Higher vs Static Ads
  • Click CPA: Down 32% vs Static Ads

Bring on the Challenge

Saucony’s goal was to re-engage customers and drive online purchases of their footwear and apparel using the most effective ad units available to them. By advertising on Facebook, they could leverage the platform’s broad array of ad formats and placements, and test the performance of static versus video assets.

Enter SteelHouse

SteelHouse targeted qualified site visitors using a custom audience within Facebook while utilizing all available Facebook , Instagram, and Audience Network placements, with delivery optimized for conversions to drive scale and performance simultaneously.

To identify the best possible ad formats, SteelHouse employed an A/B test in which static ads were run alongside both 10 and 15 second video ads to see which format resulted in better performance. The static ads featured two runners sporting Saucony shoes, while the videos showcased a variety of shoes and color combinations, highlighting the levels of customization Saucony offers.

The Results

Engaging video assets that told a brand story while highlighting key benefits drove real business results with a positive impact on the bottom line. When utilizing video ad placements, Saucony was able to see a 6.5x increase in CTR and a 32% decrease in their cost per acquisition.

Engagement for the video ads was also very strong, with 53% of users watching at least half of the video. By experimenting with video, they discovered that a combination of an engaging format coupled with focused targeting leads to strong performance all around.

“SteelHouse social video retargeting delivered a higher CTR than our traditional dynamic Facebook retargeting creatives, driving strong engagement and bringing qualified customers back to the site. In addition, it helped us expand our reach by retargeting customers on Instagram for the first time. As a result, it drove incremental sales at a profitable ROAS. We plan to strategically utilize video for our future social retargeting efforts given the success we’ve seen with this.”

Angela Chen

eCommerce Digital Marketing Acquisition Specialist

Facebook Video Ad Results

  • Click Through Rate: 6.5X Higher vs Static Ads
  • Click CPA: Down 32% vs Static Ads

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