Insight: To determine the largest audience pools, and which audiences should continue to be targeted, we analyzed historical audience data looking at engagement and ROAS. We found that remarketing from three specific audiences were the most successful: client provided CRM lists (“CRM lists”), users who viewed the retailer’s Snapchat content (“view content”), and those who added a product to their carts, but had not yet purchased (“add to cart”).
Action: By determining the audiences that had the highest incremental opportunity, we launched a Snapchat refresh with a focus on remarketing, specifically from those high value audiences — CRM lists, View Content, and Add to Cart.
Insight: We reviewed the top ad types for Pinterest and Meta and found that dynamic ads featuring products on sale saw the highest return.
Action: We applied these learnings and prioritized Product Catalog Ads (shoppable ad formats designed to feature products (or services) that a business sells online using a product feed. This ad format showcases static or dynamic creative.) to run on Snapchat during relevant sale dates, alongside evergreen campaigns. The Catalog Sale ads supplemented the evergreen campaigns with Conversion objectives that were live on an ongoing basis and featured best selling products.
Insight: We combined efforts with our partners at Snapchat to explore what additional kinds of ads and content were ideal to capture the attention of ideal users for this retailer.
Action: The creation of three ad types: A Snap Ad, a Story Ad, and a Collection Ad.
