Steve Madden
Steve Madden partnered with January Digital to reach new, trend-conscious audiences by developing a maximalist strategy on Snapchat. Snap Ads, Dynamic Product Ads and Creator Collabs served the incremental ROAS gains the iconic brand strived for ahead of the fall fashion season.
- Stephanie Hill Kreckler, Director of Growth Marketing, Steve Madden
More Ways To Win With Snapchat
Today’s biggest fashion brands are leaning into social platforms to engage younger consumers who discover and shop for trends online. Steve Madden, a globally recognized fashion and lifestyle brand known for its bold, trend-forward footwear and accessories, aimed to drive more traffic to its website while reaching new audiences where they are most engaged. To achieve this, the brand turned to Snapchat.
A long-time advertiser on Snapchat, Steve Madden significantly expanded its investment over the past year: tripling spend and embracing a mix of solutions designed to deliver both direct response performance and brand impact. With Snapchat reaching over 75% of 13–34-year-olds in over 25 countries 2, the platform offered Steve Madden a clear opportunity to connect with new style-conscious audiences.
The brand deployed a range of Snapchat tools to maximize results, including Snap Ads, Dynamic Collection Ads, and Creator Collab Campaigns.
With Snapchat’s Dynamic Product Ads, the Steve Madden team automated the creation of both single-product and multi-product Collection Ads directly from its catalog with dynamically-generated tiles. These ads serve highly-relevant product information to a broader audience of prospective customers and share personalized product options based on previous site actions taken by Snapchatters.
Steve Madden also partnered with social agency Whalar to harness the power of Creator Collab Campaigns, a suite of products that make it easier for advertisers to partner with the influential creator community on Snapchat. Together, the team was able to create campaigns with content creators tagged Steve Madden in, applying the Paid Partnership label and providing the option to select the creator’s Public Profile for a more native look and feel.
Taking brand integration a step further, Steve Madden launched a custom Bitmoji collection featuring its latest fall fashions. Users could style their avatars with the latest looks—and then “steal the outfit IRL” by purchasing the items from Steve Madden’s website.
Snapchat proved to be a must-have in Steve Madden’s channel mix, as the well-rounded approach achieved significant performance results:
2.2M Snapchatters reached at a 44% lower CPM 1
$7 incremental ROAS, triple the initial target 1
24% lower cost per click 1
By leaning into the way fashion is discovered and shared on Snapchat, Steve Madden exceeded their incremental performance goals and stayed part of the cultural conversation. Snapchat proved to be the place for style-driven audiences who want to see what’s next and have the money to buy it.
