Social Media Marketing for Sports Apparel Brand
YOY 60% higher impressions at 50% lower cost
Case Descriptions
Client
- Type: Sports Apparel Brand
- Geographical Coverage: National
- Target Audience: Young Aspirational
- Value Proposition: Authentic and official branded apparel of the United States Polo Association.
Situation
The U.S. Polo Association is a non-profit association responsible for growing interest and engagement in the sport of polo, broadening brand awareness and licensing brand to quality apparel manufacturers. Initially they had a reputation of being cheap and low quality (a knock off of Ralph Lauren). One of the branding goals, was to change this perception and brand them in the higher end market as the official brand of U.S. Polo.
OBJECTIVES
Continually grow brand awareness and perception. Drive users with commercial intent to the store locator and to retailers or to ecommerce option, increase traffic to lookbooks, and build brand awareness through videos.
SOLUTION
Video is the hands-down #1 favorite type of content consumers prefer to see from brands on social media. Engagement rates are 8x higher than static images and studies show that viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
For these reasons, video campaigns were shown to interest-based and lookalike audiences across the US that promoted seasonal apparel collections in context of the sport of polo.
While video is popular and effective, other content was integrated to reach the full spectrum of customers. Static image traffic campaigns complimented video and showcased different clothing items and included links to Seasonal Lookbooks and a Store Locator.
Extensive audience testing was conducted with data from Facebook audience insights, the Facebook pixel installed on U.S. Polo Assn. website, and previous campaigns to optimize Cost Per Video View, Cost Per Click, and Cost Per 1,000 Impressions.
Results
Media: Facebook, Instagram
Length of Campaigns: 2 years
Total Budget: $130,000 ($74,000 in 2018 and $61,000 in 2019)
Visitors to Lookbooks and Store Locator Pages: 163,091. Achieved a 40% Year Over Year
Decrease in Cost Per Click
Customers Reached: Over 16 million impressions from combined video and traffic ads (60% increase in impressions Year-Over-Year)
Video Views: 5,275,316 (30% increase Year Over Year, despite a decrease in 2019 budget)
Average Cost Per Video View: $0.03 (50% decrease in cost per video view Year Over Year)