Since February 2018, Wpromote has helped J.McLaughlin drive both new customer acquisition and ecommerce revenue through strategic innovation across various platforms, including Google Shopping and Facebook.
J.McLaughlin was founded in 1977 by brothers Jay and Kevin with a mission to create a new American sportswear brand that offers two key components: classic clothes with current relevance and a retail environment with a neighborhood feel. Today, they have over 150 retail stores in the United States.
“Dynamic Product-Based Advertising has been a huge part of our digital strategy and its performance has been integral in our digital growth and transformation. Wpromote’s team has really helped us leverage innovative tactics with new ad formats, feed innovation, and creative to reach our business goals.”
J.McLaughlin challenged Wpromote to help amplify the brand’s ecommerce presence. They were looking both to acquire new customers and deepen the brand’s relationship with customers through engaging content and timely communication.
Google: Wpromote helped execute Google Shopping feed and Google Shopping campaign management adjustments to better leverage feed categories like product types and product titles so that the J.McLaughlin product set would surface more often when relevant search queries were made.
The team also launched Smart Shopping using the newly optimized Shopping feed, improving the overall shopping performance of the account on Google across the board from a performance and scale perspective.
The account opted into the New Customer Acquisition Pilot for Smart Shopping, which assigns a higher value to new customers versus returning customers to focus performance on new customer acquisition.
Facebook: Wpromote started optimizing the Facebook feed by adding multiple product shots in order to see various angles of a product before clicking. Some of these multiple shots were merged together to create a product slideshow that rotates through the different angles like a gif within the ad unit.
The team also diversified dynamic product ad creatives by leveraging native Facebook features and advancing the product feed. Improvements included switching images in the feed from basic lay flat shots to editorial images, and creating social-optimized product images with a 1:1 aspect ratio.
All of the feed-based changes and testing allowed the team to optimize product images to eliminate white space and make the dynamic ads look more native and aesthetically pleasing as users swipe through their feeds.
Wpromote leveraged Dynamic Product Marketing across various platforms, including Google Shopping and Facebook, to help J.McLaughlin increase product impressions with a more efficient click engagement rate at a lower CPA. This caused a dramatic increase in YoY conversions, revenue, and return on ad spend.