BOOHOOMAN
BOOHOOMAN experienced the power of Snap’s Smart Audience (formerly, Smart Targeting) when it experimented with the feature to reach users outside of its core audience. In just three weeks, the move significantly boosted the brand’s CTR and ROAS while reducing its CPC.
- Emily Wright, Senior Paid Media Executive at BOOHOOMAN
To maintain certain demographic controls while still using machine learning within its targeting strategy, BOOHOOMAN leveraged Smart Audience among UK audiences. This meant the brand switched from manual to automated targeting tactics in both upper and lower-funnel campaigns. It then agreed to evaluate performance after three weeks to establish whether this approach delivered uplift in Multi-Touch Attribution results.
Snap’s Smart Audience approach drove excellent results for BOOHOOMAN, contributing to positive Fospha results without increasing investment. The brand saw a 279% increase in Fospha CTR, a 31% increase in Fospha ROAS, and a 74% decrease in Fospha CPC 1. As a result, BOOHOOMAN plans to use Smart Audience as a BAU tactic to ensure it reaches the right customers at the right stage of their funnel journey. Talk about a perfect fit.
More Ways To Win With Snapchat
BOOHOOMAN, known worldwide for affordable fashion, wanted to tailor its targeting approach. Up until recently, the UK-based brand had relied on manual inputs for campaign setup and full-funnel delivery, which meant targeting specific demographic and interest-based audience segments. As the brand was eager to engage users similar to its core audience, but who fell outside its existing parameters, it needed to optimize its targeting. That’s where Snap came in.
