Wrangler Jeans
Wrangler Jeans, a renowned name in the denim industry, has built its legacy on crafting durable, high-quality jeans that blend timeless style with rugged functionality. Wrangler has continuously evolved to meet the demands of modern consumers while staying true to its roots in authentic Western wear.
With a diverse suite of business lines, creative optimization and efficiency were top of mind for this client. My challenge was understanding which ad formats would drive clicks from each audience.
With a recent expansion into Pinterest and a history of relying on static ads, Wrangler was eager to test out motion in their ads.
From the start, it was crucial to understand whether customers were converting against GIFs or statics since motion was relatively unexplored by the Wrangler social team. Therefore, I began by testing motion on Instagram and Pinterest using Wrangler’s Lady Wrangler and Men’s ATG lines.
By allowing these platforms to automatically optimize toward the highest-performing asset, it quickly became clear which creative was driving the most engagement. By comparing click-through rate and CPMs from each iteration, I determined that GIFs were generating the greatest return.
31%
greater click-through rate for GIF version
Result for Lady Wrangler Pinterest test
61%
greater click-through rate for GIF version
Result for men’s ATG Meta test
Moving forward, GIFs were tested against statics three more times before confirming motion was a higher click-through-driving format. With these conclusive results, we set future plans for testing GIFs against video with sound.
