Fashion and wonder brands are often early tech adopters. Many are digital-native, forging tailored D2C digital strategies. And there are so many competitive brands that any innovation could give one an edge, especially because the busy holiday season approaches.
Apparel and residential decor retailer Tuckernuck, and wonder brand Kitsch, have adopted AI-powered tools in Meta’s Advantage+ shopping campaigns solution to drive campaign performance on social media. Their customers are on Facebook and Instagram, and so are their prospects. The tools automate campaigns on these platforms while optimizing campaign targets. This signifies that as an alternative of marketers carving out segments they think are best for the campaign, the AI discovers these optimal audiences routinely.
Why we care. Marketers are only just starting to integrate latest AI tools into their campaigns. A recent study found analytics and research use cases to be roughly twice as popular amongst marketers as genAI image creation. Meta’s Advantage+ roadmap follows this trend line. It includes optimization functions that aim to enhance performance routinely — doing the work of analytics. On the horizon are genAI capabilities that may even help marketers create and repurpose content in ads. Some enhancement tools are already available in Advantage+ creative enhancements.
Advantage+ shopping campaigns. Advertisers who select Advantage+ creative in Meta Ads Manager can have their uploaded images and videos optimized — the tool routinely weeds out lower-performing versions of ads to search out one of the best versions for audiences.
Advantage+ shopping campaigns mix multiple Advantage+ creative optimizations into streamlined campaigns that deliver ads to each existing customers and prospects based on the deep behavioral data Meta has on users and the way ads perform through the campaign.
The Advantage+ shopping campaigns solution currently allows marketers to check as much as 150 creative combos. It then sends the top-performing ads to the highest-value consumers.
In measuring roughly a million campaigns, Meta found the answer boosted return on ad spend (ROAS) by a median of twenty-two% when advertisers turned on the AI tools.
Optimization. Using Advantage+ shopping campaigns replaces much of the work for segmentation, in line with Yingying Kuang, VP of growth and ecommerce at Kitsch.
“Meta has really evolved a lot on leading with AI and cutting a variety of manual processes out to save lots of time to concentrate on creative as a lever to drive our business forward,” Kuang said in a virtual roundtable hosted by Meta.
Instead of Kitsch segmenting audiences by geography and demographics ahead of a campaign, the Meta AI simply learns from how the campaign performs and targets the groups where the ads are prone to succeed.
Advertisers even have the choice to customize campaigns with predetermined parameters. They don’t need to turn over all of the controls to AI.
Focus on creative and customers. “What’s so difficult about creative is there’s such a small percentage of winners,” said Kuang. “Our creative process is admittedly listening to customers first.”
Kitsch has a Facebook community of roughly 45,000 brand enthusiasts. They discuss common problems, and the Kitsch marketing team builds creative based on solutions to those problems.
Kitsch maintains a full creative team that produces 50 to 100 assets per week. The staff includes content strategists who develop ideas and scripts, in addition to media buyers who have a look at the info and determine what’s working and what doesn’t. The AI capabilities through Meta that boost campaign performance haven’t displaced any of Kitsch’s marketing roles.
Holidays. For the vacations, Kitsch will concentrate on creating image ads that might be spun out quickly into multiple iterations using Advantage+ tools.
“I feel the vacations are such a crazy time — the better to get creative [assets] the higher,” said Kuang. “One of the largest learnings is that through the holidays, easy static images [and a] straightforward gifting message do well.”
Collaboration and finding latest prospects. Tuckernuck lives by its creative, in line with co-founder September Rinnier Votta. The company has three in-house studios for product shoots and produces a brand new comprehensive lifestyle campaign every month. The brand collaborates with influencers to create content, and the corporate also draws on its employees for inspiration.
“We have a test and learn philosophy we apply day by day, creating variety and attracting customers we wouldn’t have if we were [making creative entirely] on our own,” Rinnier Votta said.
This philosophy matches nicely with the invention of previously unknown prospects on Meta’s platforms. Marketers never know exactly who those ads will attract.
“The evaluation paralysis mentality isn’t any solution to win,” said Rinnier Votta. “Just have an open mind…Believe what you’re doing, test and learn, and recuperate and higher.”
GenAI. Currently, Advantage+ creative tools include genAI-powered visual touch-ups, text improvements and image templates. Users can add 3D animation to 2D images. Also, music might be added to image ads.
Advertisers also can use genAI to generate a background for a picture with a selected object in it, in addition to generate multiple sorts of backgrounds to create multiple iterations of an ad. Users also can experiment with full image generation that changes not only the background but creates a completely latest image with similar elements based on a reference ad.
Meta can also be testing genAI tools that create and deploy ads from prompts, in line with Karin Tracy, Meta’s head of retail, fashion and luxury. However, she acknowledged that brands will wish to crawl with AI before walking or running.
“It’s really early days and can evolve over time,” she said. “Brand guidelines are incredibly necessary. Creativity and who your brand is shall be led by brands. The way we’re helping today is with the sizing of ads, possibly backgrounds and a few portion of the ad showing movement. That’s where we’re starting.”
Dig deeper: Meta rolls out genAI features for advertisers
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