With shelter in place and retail closures continuing to impact Canadian retailers in early 2021, adidas Canada partnered with Snapchat to further develop their Dynamic Product Ad strategy after seeing success in 2020. The continued need to work from home meant athleisure had become the new collared shirt, and adidas Canada needed an effective and efficient solution to convert online shoppers.
With a focus on driving ROAS and reaching key priority audience categories, the month long activation drove impressive results. Balancing product inventory shifts and activating ad creative in ‘real-time’ as a challenge, but the product feed and Dynamic Ads delivered lower funnel objectives.
Dynamic Product Ads were the singular focus, leveraging them for both a prospecting and retargeting campaign. The implementation of the Snap Pixel allowed adidas to leverage an already strong retargeting audience pool. The Snap Pixel also set up adidas to bid on Pixel Purchases, making it even more effective to reach qualified Snapchatters.
Snapchat was a driver in reaching both new customers and converting ‘add to cart’ purchase intenders, achieving 7% incremental purchase lift and a $23 cost per incremental purchase, as measured by a conversion lift study – very efficient considering the higher average price point of adidas products.1 adidas also saw +10.5% incremental purchase lift amongst the Female audience as a result of the campaign, a priority audience for 2021.1
The campaign impact was overwhelmingly positive, resulting in a $4.43 incremental ROAS.1 This means for each $1 of campaign investment, adidas generated $4.43 of incremental revenue that would not have happened anyway.1