By using dynamic ads and allowing Facebook’s algorithm to automatically select the most appropriate placements for them based on ad performance, this luxury clothing retailer increased its return on ad spend by 75%.
Founded in 1995, as a women’s contemporary clothing line, Trina Turk has evolved into a lifestyle brand that celebrates California style. Trina Turk offers women’s ready-to-wear and accessories, plus swimwear, activewear, a Mr Turk menswear line, and home décor and textiles, which are available through its online store and several boutique locations across the US.
“With a lean team, it’s fairly difficult to consistently test and optimize new ads across multiple audiences and placements. Dynamic ads for broad audiences allowed us the ability to serve the optimal creative to the right audience—facilitating marketing scalability and customer acquisition growth. From 2018 to 2019, we were able to increase our investment by 28X and revenue by 50X.”
Trina Turk wanted to see if moving from strictly traditional advertising platforms to advertising on Facebook could be an effective way for a luxury brand to find new customers appropriate for the brand.
Trina Turk had been reluctant to try advertising on Facebook because the company leaders worried that their ideal luxury shopper might not be on Facebook or Instagram. However, working with digital agency and Facebook Business Partner (FBP) Wpromote, the team found its audience.
Dynamic Facebook Ads
Trina Turk’s dynamic ads for broad audiences campaign reached a luxury audience with little adjustment. Facebook Ads Manager reported these resounding YoY results for the May 1, 2018–April 30, 2019 period: