How testing video ads cut costs & drove clicks for The Sole Supplier
Retail
Web Traffic
Social media
Overview
The Sole Supplier used Meta video ads for the first time to boost engagement and drive clicks to its sneaker news and affiliate site. The campaign featured face-to-camera video content created by in-house experts, comparing this approach against the brand’s usual static ad formats.
The test centred around a new Air Jordan release, combining brand storytelling with product history to deepen engagement.
Killer stats
“As a digital-first startup, we rely on Meta to engage with a huge portion of our community. A key focus in 2023 has been engaging with our audience in new ways, and finding content that resonates. Testing face-to-camera video content versus photo ads, and finding that video drove a much lower cost per click is of great value to us.”
India Lister, Performance Marketing Manager, The Sole Supplier
Results
The test, which ran from 21 September to 5 October 2023, revealed that video ads delivered a 2.5x improvement in clickthrough rate compared to static formats, while cutting cost per click by 47%. The success has encouraged The Sole Supplier to explore more dynamic video content to better connect with its community.
Check out other SME related case studies from our Digital Advertising Champions here.
