BOOHOOMAN
BOOHOOMAN experienced the power of Snap’s 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.
“Smart Targeting allowed us to move beyond our existing audience segments and let machine learning do the heavy lifting, unlocking new pockets of high-intent users. The result was a clear uplift in both ROAS and efficiency, proving the value of a more automated, data-led approach. We are excited to lean into more of Snapchat’s smart solutions this year!”
- Emily Wright, Senior Paid Media Executive at BOOHOOMAN
Tailoring the Targeting Technique
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.
Automated Targeting in Action
To maintain certain demographic controls while still using machine learning within its targeting strategy, BOOHOOMAN leveraged Smart Targeting 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.
Success with Smart Targeting
Snap’s Smart Targeting 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 Targeting as a BAU tactic to ensure it reaches the right customers at the right stage of their funnel journey. Talk about a perfect fit.
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