Second-hand designer fashion as a first choice
The Next Closet is the sustainable marketplace for second-hand designer clothes. Fashion lovers looking for inspiration can shop in other people's "closets" or quickly sell their overflowing wardrobe online.
The Next Closet wants to inspire women to make second-hand designer fashion their first choice.
Kelly Mol is Social Media Advertising Consultant at Abovo Media and manages all Social Advertising for The Next Closet.
Struggling with creatives
When The Next Closet partnered with Abovo Media, they started using Dynamic Product Ads. "We know that Dynamic Product Ads are the most efficient way of bringing in conversions," says Abovo Media.
The downside of these product ads is that you don't have many creative options on Facebook to make them more appealing. Kelly: "The client was mainly struggling with creatives. Dynamic Product Ads were always an eyesore for them."
More creative testing
Abovo Media wanted to optimize the client's results by creative testing: "For us, it was important to be able to test with catalog creatives. The options on Facebook are too limited; for example, you can only adjust your creative by presenting a price tag."
Manually creating ads was also not an option for The Next Closet. "They sell 90,000 unique products that change daily, and it would be impossible to promote current products constantly. That's why we started testing with Adflow."
Designing Dynamic Product Ads automatically
The Next Closet created an image template in Adflow. The design displays the Unique Selling Points:
👉 Vintage is always one-of-a-kind.
👉 Shop better in 2022.
👉 Buy expensive brands at an attractive price.
Showing Unique Selling Points in their Dynamic Product Ads was essential for the Next Closet. "Our client was delighted with the new catalog creatives; it immediately solved her issue.
It was such a big difference
Kelly set up an official A/B test on Facebook to compare the difference between a catalog with and without design in cost per purchase.
"The A/B test convinced me. The campaign with design went through the learning phase very quickly, and the campaign without design had more trouble doing so. Facebook completed the A/B test quickly, and the difference was a cost per purchase of €60 versus €214."
"We should have run the campaign a bit longer so that both ads were out of the learning phase. However, it was such a big difference in the cost per purchase and ROAS that it was clear to us it performed better. It's a waste of budget to continue the old way."
More opportunities to optimize our campaigns
Kelly's favorite feature in Adflow is that she can effortlessly adjust and test the creatives of catalogs. "Before Adflow, we couldn't test with the catalog creatives, and our only option was to optimize our targeting. We've tested different look-a-like audiences, for example." Now that Kelly is using Adflow, she has more opportunities to optimize campaigns.
Kelly will further test and personalize the catalog creative: "We will test adapting the creative to different product categories. Facebook only shows 5% of the products you provide, so we want to make the best selection ourselves." For example, Kelly wants the creatives of scarves and jewelry to look different. In this way, she can test per product group whether she can reduce the cost per purchase and which creatives yield the highest Return on Adspend.
Kelly is happy with the cooperation with Adflow: "You are always available and can help us a lot.