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 ROAS: Up 267% vs Static Ads
  • Click CPA: Down 55% vs Static Ads

Bring on the Challenge

Sperry’s goal was to bring customers back to their site and ultimately drive an increase in online purchases of their classic footwear. By advertising on Facebook, Sperry gained access to a broad array of ad formats and placements, allowing them to test the performance of traditional static image ads versus video assets.

Enter SteelHouse

SteelHouse targeted qualified site visitors using a custom audience within Facebook while utilizing all available Facebook placements, including Instagram and the Audience Network. The campaign was then optimized for conversions to drive both scale and performance simultaneously.

SteelHouse employed an A/B test in which static ads were run along with video ads that brought Sperry’s brand story to life. While the static ads showed a single image of a person sporting boots, the 15 second video ads featured people living the Sperry lifestyle — boating, swimming, and cliff diving. By highlighting the activities Sperry shoes allow for, the ads were better positioned to grab users’ attention.

The Results

By featuring engaging video ads using adventurous, water-based lifestyle imagery, the iconic shoe brand saw a dramatic lift in performance. Video ads on Facebook resulted in a a 6.5x increase in CTR, and a 55% decrease in their cost per acquisition.

Not only were the performance metrics strong, they also saw solid engagement with 31% of users watching at least half of the video. By pitting static ads against video, Sperry can confirm that video is the clear winner when it comes to driving performance.

“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 ROAS: Up 267% vs Static Ads
  • Click CPA: Down 55% vs Static Ads

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