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Problem :
Cole Haan, a renowned brand in the fashion industry, was facing a critical challenge—rising acquisition costs coupled with low return on ad spend (ROAS). Despite their presence on major digital platforms such as Meta, Snapchat, and TikTok, their marketing campaigns were struggling to effectively convert their target audience. The high competition in the market meant that customer acquisition expenses were increasing, making it difficult to balance cost-efficiency with strong conversion rates. The brand needed a solution that would optimize performance, reduce costs, and drive higher engagement from potential customers.
Solution :
To address these challenges, Cole Haan adopted a data-driven advertising strategy that focused on optimizing product creatives and leveraging historical behavioral insights. The approach involved implementing Dynamic Product Feed Ads across all key platforms, ensuring that product images and videos were displayed in multiple placements. These ads were dynamically tailored based on users’ past interactions, utilizing historical pixel event data to deliver highly relevant content. By refining ad delivery with precise targeting, the campaign ensured that potential customers saw products that aligned with their previous browsing and purchasing behaviors, increasing the likelihood of conversions.
Result :
The shift to Dynamic Product Feed Ads, coupled with behavior-based targeting, delivered remarkable results. Cole Haan experienced a 95% decrease in customer acquisition cost (CPA), significantly improving cost efficiency. Additionally, the brand achieved an 80% increase in ROAS, maximizing the value of every dollar spent on advertising. The data-driven approach not only boosted conversions but also created a more personalized and engaging shopping experience for users. By optimizing creatives and leveraging product data effectively, Cole Haan successfully turned a costly marketing challenge into a high-performing, scalable strategy for sustained growth.
