Success Story

Bespoke Targeting:

Reaching Fashion-Forward Males for a Footwear Retailer on YouTube, Facebook, and Instagram

The

Challenge

Consumers are increasingly turning to social video to discover new products and shape their brand decisions.

So when a footwear retailer wanted to raise awareness of its signature line of boots among fashion-conscious males aged 18-49, it asked its media agency to put its best foot forward with a targeted social video ad campaign.

But building a comprehensive targeting plan and managing budgets across video platforms can trip up even the savviest account managers. Between disparate view definitions, targeting capabilities, and metrics, executing high-performing cross-platform campaigns, and measuring them in a unified way, requires specialized technology.

Industry

Retail

Platform(s)

YouTube, Facebook, Instagram

Objective

Uncategorized

The

Strategy

To achieve the retailer's campaign goals, the media agency turned to Pixability.

Pixability’s software uncovered the optimal placements on YouTube, Facebook, and Instagram to effectively reach fashion-inclined males, including placements focused on male grooming, male fashion, and entertainment. Using Pixability’s unified dashboard to get a clear view of cross-platform performance, Pixability’s customer success team adjusted targeting parameters on each video platform throughout the campaign flight to maintain maximum performance.

The

Result

The precise targeting and dynamic optimizations across platforms paid off.

The retailer’s YouTube TrueView campaign exceeded Pixability’s view- to-completion rate benchmarks by 47%, and exceeded view rate benchmarks by 46%. The campaign also surpassed Pixability’s view rate benchmarks by 25% on Facebook, and by 39% on Instagram. Powered by Pixability’s powerful technology and expert team, the retailer’s cross- platform social video ad campaign effectively reached the brand’s target audience of fashion- conscious males, and successfully raised awareness for the brand’s signature boot.

higher YouTube TrueView view-to-completion rates than benchmarks

higher YouTube TrueView view-to-completion rates than benchmarks

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