The Opportunity
American Eagle Outfitters (AEO) is a clothing and accessories retailer targeting males and females between the ages of 18 and 25. When they sought to increase awareness & consideration during the 2024 Back to School season, they turned to their trusted partners Kargo and Ovative Group.
The Approach
Kargo and Ovative Group collaborated on tailored targeting and dynamic creative to deliver personalized experiences. Based on prior Spring and Summer campaigns, we knew our best performing audiences were Adults 18-25 and Parents with Teens in HH. We also sub-targeted by gender. To assure we delivered the right ad to the right shopper throughout their daily digital journeys, we expanded our social and web creative formats to CTV for the first time. That turned out to be a perfect fit for our goals.
Through our collaborative partnership, Kargo helped us craft an innovative cross-channel strategy spanning paid social, display, and CTV to connect with our audience in authentic and impactful ways. Leveraging Kargo's newest formats we partnered to create a full funnel, shoppable experience for our customers. By building on past successes and tailoring our Back-to-School campaign, Kargo delivered results that exceeded expectations."
Ashley Schapiro, VP Marketing, Media,
Performance & Engagement
The Results
Our cohesive, cross-channel strategy across CTV, web and social, reached audiences within the most relevant environments with a consistent brand message and in-market presence. The campaign was highly successful in driving sales, enhancing brand consideration, and delivering strong returns on ad spend.
CTV: DPA Cross Screen Runway
AEO’s fall campaign delivered tailored ads to its audiences with Dynamic Product Ads (DPA) powered by a unified feed of data like product details, prices, promotions and reviews. Our approach included reaching shoppers on mobile, desktop and CTV, where we could showcase priority products alongside a branded video to create an aspirational shopping experience. This combination of upper and lower funnel tactics resulted in CTV significantly increasing purchase intent and sales.
Display: DPA Cross Screen Runway & Lighthouse
Kargo turned to two of its best-performing formats to catch eyes and drive performance. Our Dynamic Feed capabilities we’re able to spotlight priority products across the personalized experiences, beating benchmarks across both Female and Male audiences.
Web Promomax
This new-to-market web format amplified priority promotions, echoing Social creative to extend reach among key audiences at key stages: Retargeting, Conquesting, and Prospecting.
Social
The Social campaign saw an increase of 9% in total sales for all American Eagle products, and those who saw the social campaign showed greater intent to consider shopping American Eagle apparel compared to other ad units.
Source: ABCS Insights 2024