Banana Republic Paid Social

The Challenge

Booyah’s longtime client Banana Republic (a GAP, Inc. brand offering modern, refined clothing and accessories for men and women) tapped us (of course) to solve a critical customer acquisition issue. Although Banana Republic has a massive customer base, their most loyal customers are getting older, so they need to acquire both new and younger customers—while maintaining an efficient return on ad spend. Knowing we deliver (every time), they trusted us to partner with Facebook to use a new tool: Facebook Custom Audiences.

The Strategy

With the Facebook Custom Audiences, advertisers can leverage their own CRM data to find those exact people on Facebook and build lookalikes. Our rock star team dug into Banana Republic’s CRM files, including lapsed and best customers and prospects. We used their active customers for exclusion. We then used Facebook’s tool to build a lookalike file from the best customer list. Because Banana Republic customers skew high for fashion, media and travel, we leveraged Facebook interest targeting for further expansion.

We ran the campaign for six weeks. Every two weeks we introduced a new variable—such as budget increase, creative look and feel, and ad placement—to see how we could maximize ROAS and volume. (We didn’t want to make this test too easy, right?) We also leveraged GAP’s data to target on a 1-1 basis and built lookalikes from their top customer file, not just everyone who converted on their site.

The Results

If it’s new, Booyah’s already digging into it: we were one of the first online retailer to use Facebook Custom Audiences. The proven success of this campaign led consistent Facebook investment across all GAP Inc. brands (Banana Republic, GAP, Old Navy, Piperlime, Athleta). “Once we were able to prove that this test worked, we were able to scale to where it actually brought in enough incremental sales to contribute to the bottom line.” – Ann Cleveland, Global Media, Banana Republic.

And don’t think it stops here! We’ve parlayed our experience with Facebook and its new opportunities into other social channels like Pinterest, Twitter and Instagram for Gap Brands.

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