Activewear brand AYBL achieved a 23X return on ad spend, driving international sales. Resulting in selling out its new collection when it used new Facebook Custom Audiences to reach and engage interested consumers worldwide.
Activewear for the Instagram era
Founded by entrepreneurial brothers Reiss and Kristian. AYBL offers women affordable, selfie-friendly activewear basics, and launches fresh additions to its collections every season.
AYBL aimed to make an impact with the launch of its spring capsule collection, which coincided with the global coronavirus (COVID-19) outbreak. With more people looking for ways to keep fit at home, AYBL was determined to share its bright new colourways boost sales and help customers worldwide to work out in comfort and style.
Counting on Custom Audiences
From their experience of running successful e-commerce businesses in the past, Reiss and Kristian knew that turning audience engagement into action would be key to a successful product launch. For that reason, they created three Custom Audiences for the launch campaign, based on people who had recently engaged with the brand on Facebook and Instagram, people who had visited the website during the previous 60 days and people who had made a purchase in the past six-month period.
Three days before the collection launched, AYBL published a blog post that introduced the new colours. This provided information on pricing and displayed a time converter that allows customers all over the world to count down to the upcoming launch date. Video ads were then shown to Custom Audiences that used lifestyle imagery and Instagram-friendly product shots.
A personal best
AYBL successfully found people and sparked interest in the collection, which sold out within 30 minutes of launch. The weeklong April 2020 campaign also resulted in:
- 3.3X more sales, compared to the previous launch
- 69% lower cost per purchase
- 23X return on ad spend overall
- 25X return on ad spend with ads in Stories placement