Hibbett Sports & Wpromote
Hibbett Sports, in partnership with Wpromote, leveraged Snapchat DPAs, pixel-based personalization, and a high-performing truncated catalog test to boost efficiency and scale. With creative iterations and ongoing optimization, the retailer achieved major year-over-year gains in sessions, revenue, and overall ROAS.
- Sarah Wangaard, VP of Marketing, Hibbett
In retail sporting goods, competing brands play a constant game of chase when it comes to digital marketing. National retailers like Hibbett Sports face a constant balancing act: acquiring new customers, converting them efficiently, and making sure every product in a massive catalog has a real shot at getting in front of the right shopper. Add the pressure of rising ad costs and a mobile-first audience that expects instant relevance, and you’ve got a game where precision matters as much as scale.
With catalog sizes running deep and the performance stakes rising, choosing the right structure and the right creative can make all the difference. Hibbett Sports turned to Snapchat: a platform that has become an increasingly valuable arena for retailers looking to reach younger, active consumers who browse and buy with their fingers and thumbs.
To maximize performance on Snapchat, Hibbett Sports teamed up with agency Wpromote to build an always-on performance engine using Snapchat’s Dynamic Product Ads. Every ad was pulled from Hibbett’s catalog and served based on Snapchat pixel signals, meaning viewers saw products aligned with their interests and browsing behavior.
That personalization became the backbone of their year-round strategy. But the real unlock came from testing. The team launched a truncated catalog experiment, letting Snapchat surface a smaller, high-performing subset of products informed by in-platform engagement. In a clean split-cell test against the full catalog, the truncated version won decisively, delivering more impressions per product and stronger downstream conversions — a learning that quickly became a scalable best practice.
Hibbett also layered in creative variations including animated DPA templates, looping Collection Ads, and single-product “domino” formats to gather incremental insights without compromising efficiency.
The payoff showed up throughout the year: according to Google Analytics, DPAs consistently outperformed non-DPA campaigns and prior-year benchmarks, delivering measurable improvements across engagement, cost efficiency, and revenue impact.
Results, year over year:
70% increase in session volume 1
31% increase in revenue 1
11% increase in ROAS and 7% lower cost per purchase 1
Hibbett Sports’ journey reveals how disciplined testing, smarter catalog strategy, and thoughtful creative iteration can turn a performance channel into a true growth engine. Leaning into Snapchat’s Dynamic Product Ads and allowing platform signals to guide optimization enabled the retailer to gain efficiency even as investment scaled. Their results prove that relevance and agility — not just spend — drive modern ecommerce performance.
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