34%
more efficient CPM¹
3.8x
increase in conversions vs. standard Click optimization
2.12x
higher ROAS
80%
improvement in CPO efficiency
50%
lower bounce rate vs. standard Click optimization²
Wrangler Boosts Conversions, ROAS with Snapchat Landing Page View Optimization
Wrangler, the iconic American denim and casual wear brand, has a rich heritage dating back to 1947. With a commitment to quality, durability, and authentic American style, Wrangler has been a staple in Western and workwear fashion. To support the innovative, forward-thinking brand, the Wrangler team ran mid-funnel and awareness campaigns on Snapchat to drive high-quality traffic and engagement.
However, when optimizing campaigns for Clicks, the team experienced higher bounce rates and lower session times on the site, raising concerns about the effectiveness of their campaign tactics.
A Perfect Fit
When Snapchat rolled out Landing Page View (LPV) goal-based bidding, Wrangler and its agency partner Tinuiti saw an opportunity to iterate on their strategy. The team transitioned from Clicks to LPV optimization for their Snapchat campaigns, conducting a test between the two different tactics to compare performance side by side. This shift aimed to improve bounce rates, session time on site, and cost per session—supporting efforts to enhance mid-funnel performance and drive higher-quality traffic to their digital platforms.
Wrangling Success
Following the test, Wrangler witnessed a remarkable 34% improvement in CPM efficiency, generating more impressions. Despite expecting higher CPCs due to the down-funnel Click optimization, the Wrangler team was surprised to see an astounding 380% increase in platform conversions, leading to a 212% higher return on ad spend (ROAS) compared to Click optimization. This unexpected boost in conversions from the LPV optimization also translated to a significant 80% improvement in cost per outcome (CPO) efficiency.
Moreover, the LPV campaign delivered nearly a 50% reduction in bounce rates compared to the standard Click optimization, signaling a substantial improvement in engagement and traffic quality. Wrangler's commitment to embracing innovative digital tactics while staying true to its heritage reflects its dedication to evolving sustainably to meet the changing demands of the modern consumer landscape.
With Snapchat, Wrangler is trying to meet younger consumers where they are to nurture the next generation of Wrangler fans. Knowing that we were already reaching the audience that we were targeting, we wanted to ensure that any traffic we were driving from those audiences would be higher quality and more likely to ultimately drive revenue. Through the LPV optimization, we’re much more confident about the traffic we are driving from our ads.
— Ann Frazier, Social Media Manager, Wrangler
Snapchat can help your business grow.