THE CLIENT

Lands' End is an American clothing and home decor retailer that specialises in casual clothing, luggage, and home furnishings.

THE OBJECTIVES

As part of our ongoing commitment to continuous improvement, Lands’ End wanted us to test varying Facebook ad formats to identify optimal areas to focus its social activity.

THE STRATEGY

We wanted to test image-led Facebook ads to identify the format that delivered the best results to a relevant audience for Lands’ End.

We tested Collection ads against Carousel ads using its latest Swimwear collection.

Collection ads made use of 20-40 products within the range.

Carousel ads made use of three core leading images to represent the range.

THE RESULT

Carousel ads outperformed the Collection ad format in click-through rate (CTR) and conversion volume during a one-month testing period.

Further analysis found that the Collection ad format, new at the time, felt unfamiliar to users, which impacted interest to click and convert.

We focused paid social strategy to make use of the Carousel ad format and optimised continuously to drive awareness and sales to the Swimwear collection, while testing other paid social activity to further optimise the account.