K-Swiss is one of the world’s largest makers of athletic shoes and a heritage American sportswear brand.
Challenge
Though K-Swiss saw strong engagement via its organic social channels, it wasn’t translating to ecommerce success. They were unsure of how to capture a new audience that would provide consistent, day-over-day sales.
Approach
- Expanded Facebook target audiences beyond “sneakerheads”
- Shifted campaign focus from limited edition drops to daily-wear, core products
- Highly targeted campaigns for major, limited-edition collaborations
FACEBOOK ADVERTISING
Our Facebook experts identified new potential customer audiences using a unique set of interests, focusing on customers seeking casual, comfortable shoes. Based on these audiences, we curated product sets by gender and style (ex: men’s tennis, women’s best-sellers, etc.) and matched them to a variety of audiences for prospecting ads. Sales on classic, core sizes immediately began to roll in, with especially strong growth in women’s shoes (a previously untapped market for the company). While running core campaigns, we also created campaigns for two major, limited-edition collaborations based on classic movies (Clueless and Ghostbusters). Despite the limited edition nature of these product lines, we targeted everybody but sneakerheads, instead tailoring copy and creative toward fans of the movies and similar properties. These efforts drove a 900% ROAS on a one-day sale for the Ghostbusters collection and an 800% ROAS on the longer Clueless campaigns.
Results
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ROAS
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Increased ROAS
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Hit 90-Day ROAS Goal In
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