How Free People Boosted Sales with Snapchat Ads and Multi-Touch Attribution

The Birth of a Bohemian Icon

Founded in 1970 in West Philadelphia, Free People has captivated the hearts of young women with its eclectic and vintage-inspired fashion. The American bohemian apparel and lifestyle brand — a beloved subsidiary of Urban Outfitters, Inc. — has carved out a unique niche, offering everything from clothing and accessories to shoes and beauty items. The company’s distinct style and commitment to quality have garnered a loyal customer base and a prominent reputation in both retail stores and online platforms.

Free People’s journey isn’t just about fashion—it’s about building community. For that reason, they consistently engage their audience by way of innovative marketing strategies, creating a deeply resonant brand experience with their followers. Whether through in-store events, social media campaigns, or engaging content, Free People knows how to keep its community excited and connected.

Breaking New Ground for Digital Expansion with Snapchat

Free People embarked on a new digital adventure by advertising on Snapchat. Recognizing the potential of the platform to reach a younger audience, the brand launched awareness campaigns using various Snapchat advertising formats. From Single Image/Video Ads and Collection Ads to a creatively engaging Lens, Free People sought to capture attention and build brand awareness.

As the digital landscape evolved since then, so did Free People’s strategy. A few months later, the focus shifted towards achieving lower funnel objectives—namely, prospecting and driving sales. The team introduced conversion campaigns aimed at stimulating lower funnel activity. Utilizing Single Image/Video Ads, Collection Ads, and the dynamic power of Dynamic Ads, Free People focused on transforming awareness into tangible results.

High Returns for the Long Haul

The results of Free People’s foray into Snapchat advertising have been nothing short of impressive. One of the key performance indicators, Return on Ad Spend (ROAS), has shown strong numbers, highlighting the efficiency of these campaigns in driving sales relative to advertising costs. For every dollar spent on advertising, Free People is seeing a significant return in sales, making Snapchat a cost-effective channel for their marketing efforts.

Further enhancing the campaign's success, Free People leveraged Multi-Touch Attribution (MTA) data to measure the impact of different ad formats. Catalog ads outperformed other Snapchat tactics used to date, driving a 396% increase in demand during the reported period compared to Lenses, Awareness Campaigns, and Traffic Campaigns. These ads resulted in a 166% increase in conversions over other Snap tactics during the reported period, demonstrating their powerful impact on driving sales.

The conversion rate (CVR) for these campaigns has also seen a significant boost.

• The overall conversion rate is 61% higher than similar low funnel efforts on other social platforms

• Retargeting campaigns on Snapchat have yielded a 55% higher CVR compared to the average

• Prospecting campaigns have seen a 70% increase in CVR

The cost per purchase on Snapchat has remained relatively low, adding to the overall value and effectiveness of the campaigns. This cost-efficiency is particularly notable in the use of Dynamic Ads, which have rapidly accelerated sales growth.

The leadership team at Free People is understandably enthusiastic about these outcomes, recognizing Snapchat’s potential for rapid conversion and substantial growth. While brand awareness continues to play a crucial role in their marketing strategy, the pivot towards conversion-focused campaigns aligns perfectly with the brand’s current objectives in a dynamic economic environment.

Adaptability and innovation in digital marketing — by continuously evolving their strategies and embracing new platforms, Free People not only stays relevant but also thrives in an ever-changing market.