Boston Proper
Boston Proper has been a pioneer in the fashion and apparel industry, building a business based on print catalogs that regularly feature over 200 new styles.
Because of its focus on print advertising, Boston Proper’s creative process was hyper-focused on its catalog. This led to digital assets taking a back seat. In my partnership with Boston Proper, I audited their existing creative process and developed a series of process changes to ensure that paid media-optimized assets were being considered while print catalogs were developed.
With those changes in place, I collaborated with Boston Proper to roadmap and execute a series of A/B tests on Meta platforms to understand what kind of creative was resonating with its customers.
Throughout a year of A/B testing, I examined copy length, copy inclusion, video length, branding styles, and the difference between motion and static ads with the goal of balancing high engagement with low cost.
To execute my testing plan, I worked closely with our Paid Social team and ran each test for a month at a time. The performance data informed next steps and we moved forward with the top-performing creative in each iteration. Finally, we reached an ad format that yielded top performance for the brand and dubbed this ad our “Best Foot Forward” format which included four main components:
A priority lifestyle look from the simultaneously released catalog
On-image copy that tied into catalog language
A static format
Platform copy that spoke to the brand as a whole rather than referencing the look featured
+37%
click-through rate
+11%
return on ad spend
YoY average results across creative ad mix
The “Best Foot Forward” ad is now a staple of Boston Proper’s marketing mix. Since May 2021, it has consistently been the top-performing ad format run on Meta platforms generating the greatest number of purchases, most efficient CTR, and greatest RoAS.
In each instance, static lifestyle imagery generated the highest return.