JD Williams increase sales with Facebook dynamic formats and ad creative
Overview
A specialist in mail-order since 1882, Manchester-based JD Williams is the oldest brand in the N Brown Group of companies, which also includes Jacamo and Simply Be. JD Williams is now an online fashion and home store that specialises in making customers look and feel amazing, whatever their size or shape. It also sells footwear, accessories, gifts, home furnishings and electrical goods.
The goal: JD Williams not only wanted to boost sales, but also to experiment with new automated advertising features on Facebook and Instagram to see if it could improve its return on ad spend.
What was the role of Digital in the media mix?
Working with its media agency, Carat, JD Williams decided to try using dynamic formats and ad creative for dynamic ads on Facebook and Instagram.
The dynamic formats and ad creative solution aims to deliver a personalised version of the ad to everyone who sees it. Many consumers prefer one ad format (e.g. collection) or another (e.g. carousel), and are more likely to engage or convert when they see their preferred format. This ad solution allows different ad formats and information to be dynamically shown to people based on what they are most likely to respond to.
The ads were broadly targeted to audiences aged 18 and up across the UK to drive sales. The performance of the dynamic formats and ad creative was then measured against that of standard carousel dynamic ads to gauge how much personalised ad formats and creative can improve ad performance.
Key Statistics
Lift in incremental conversions with dynamic formats and ad creative, compared to carousel-only dynamic ads
Lift in incremental return on ad spend with dynamic formats and ad creative, compared to carousel-only dynamic ads
Decrease in cost per incremental purchase with dynamic formats and ad creative, compared to carousel-only dynamic ads
What results did you attain? What was the biggest achievement?
JD Williams’s Facebook campaign helped increase incremental sales, while boosting return on ad spend. Between 11–25 September , 2019, the campaign achieved:
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21% lift in incremental conversions with dynamic formats and ad creative, compared to carousel-only dynamic ads
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14% lift in incremental return on ad spend with dynamic formats and ad creative, compared to carousel-only dynamic ads
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15% decrease in cost per incremental purchase with dynamic formats and ad creative, compared to carousel-only dynamic ads
In a sentence…
JD Williams increase sales with Facebook dynamic formats and ad creative
Find out more
‘As Facebook and Instagram are increasingly integral to our marketing strategy, we are continually testing innovative personalised formats to drive incremental growth. Testing new Facebook products is a great way for us to build on our already excellent performance and deliver a strong return on ad spend into the bargain’ - Sian Worthington, Paid Social Manager, JD Williams
