Fitness Apparel Brand
Their Story
This leading fitness apparel brand was built on a mission to unite a niche community around lifestyle and fitness. Today, they serve a global audience with apparel designed to help individuals feel their best while supporting their personal goals.
The Challenge
The brand had an established presence across multiple social media platforms, using a mix of best-selling product promotion and intermittent sale campaigns.
However, they needed a more effective way to:
- Engage existing audiences in new ways
- Improve efficiency across paid social efforts
- Increase Return on Ad Spend (ROAS)
The Insights
- Remarketing audiences—specifically CRM lists, content viewers, and add-to-cart users—delivered the strongest performance and highest ROAS
- Dynamic, product-focused ads (especially sale-driven formats) outperformed other creative types across platforms
- Initial campaigns lacked scale, indicating the need to expand into prospecting audiences
- Certain ad types, particularly Snap Ads, underperformed relative to ROAS goals, especially during promotional campaigns
The Strategy
After reviewing the brand’s paid social portfolio, Rise identified Snapchat as a high-impact opportunity due to its unique audience and strong social commerce capabilities.
To unlock performance, we developed a two-phase approach—Refresh and Expand—focused on optimizing audience targeting, ad formats, and creative strategy.
The Solution
Phase 1: Refresh (Optimize What Works)
- Prioritized high-performing remarketing audiences: CRM lists, View Content, and Add to Cart
- Introduced Product Catalog Ads to highlight sale items and best sellers
- Aligned creative strategy with proven high-performing formats from other platforms
- Partnered with Snapchat to test additional immersive ad formats, including Story and Collection ads
Phase 2: Expand (Scale What Works)
- Introduced prospecting audiences, including interest-based segments and CRM lookalikes
- Expanded successful audiences into both sale and evergreen campaigns
- Rebalanced ad type mix by reducing reliance on underperforming Snap Ads
- Focused investment on top-performing formats such as Story and Collection ads while maintaining some diversity for reach
The Results
By restructuring campaigns around high-performing audiences and ad formats, the brand improved efficiency across Snapchat and scaled performance beyond initial remarketing efforts. The phased approach enabled stronger ROAS, greater audience reach, and a more sustainable framework for ongoing social commerce growth. As a result, Snapchat emerged as one of the brand’s top-performing social platforms, reinforcing its role as a key driver of scalable growth.
