Facebook has long been a leading channel for paid social activity, with brands tailoring and targeting users, according to behavioural triggers, whilst promoting their key content or boosting their best performing organic posts. Other social channels are falling in line and enabling businesses more opportunities to promote their brand and products, as the necessity for paid campaigns increases.
Fashion retail brands are massively investing in paid social as a powerful way to showcase their products and new collections, whilst driving conversions and revenue through discounts and promotions.
We've has compiled 5 examples of effective paid social ads in the fashion industry:
Macys Instagram Ads
Many journalists will simply ask you to send them over some comments in an email. Never do this. You need to build a connection with the journalist and get them to feature you. This isn't so easy to achieve if you’re just sending an email with a couple of quotes. It's passable. A phone interview will help craft the content and get the journalist to really feel your point of view.
Tieks Facebook Carousel Ads
Facebook carousel ads are a great way for retailers, especially fashion brands, to promote multiple products within one paid social ad campaign. What Tieks have cleverly done is use the carousel format to form a series of ads to panoramically promote their ballet flats. The copy expresses the different benefits of the shoe. It's like a multi-facetted pitch, all in one campaign. This is a common approach in modern times for paid social marketers, but sometimes written off as not being effective. Our paid social clients in all sectors, benefit from paid social ads. If you've not tried them for a while, now might be a good time to bring them back in:
Burberry Facebook Canvas Ads
Canvas ads are becoming more popular with brands. Facebook introduced Canvas ads to give business accounts the chance to create immersive ad experiences for customers. This is a progressive solution for paid social campaigns, where brands can showcase products and enable customers to browse through their products. It's also a tool for brand storytelling.
This example from Burberry shows how they were able to create big visual impact, demonstrating the range of colours available in their quality cashmere scarf range, and give customers an engaging browsing experience.
Threadless on Twitter
The nature of Twitter and the social networking channel's popularity is all about instant engagement, attention-grabbing visuals, shareability and short-but-sweet content. This example from Threadless embodies this. They've used a pop culture visual reference to alert users to their post – Sadness from Insight Out – and made it relevant to their content in relation to empathy about the busy holiday shopping experience.
The copy is simple but effective. Threadless states how it's solving a customer problem, with the sizable discount offer. This is a quick win for social media success.
Buyable Pins from Macy's on Pinterest
Pinterest is expanding its capabilities for marketers to promote their brand via the channel, adding more features for paid social campaigns, with Promoted and Buyable Pins. With Promoted Pins, you can target your audience with a product and accompany the sponsored pins with a carousel of pins, showing a range of additional products.
Buyable Pins, like this example from Macy's, enable fashion brands to pin products that can be saved, shared and purchased. This is ideal for fashion brands, as users can engage with the pins, click through to the brand website and purchase products without leaving Pinterest.
These great paid social examples should give you an idea of the visual impact and compelling calls to action that can be achieved with ads on social media channels. When combining this with the key audience targeting capabilities and insights available with paid social, fashion brands can reach the right users and drive effective marketing campaigns with high conversion rates.