American Eagle
Back-to-School Success
Challenge
American Eagle Outfitters (AEO) wanted to increase awareness and consideration during the highly competitive Back-to-School season.
Solution
Kargo combined tailored targeting and Dynamic Product Ads (DPA) to deliver personalized experiences to AEO’s historically best-performing audiences: Adults 18-25 and Parents with Teens in HH. We also sub-targeted by gender and expanded AEO’s social and web creative to CTV for the first time.
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."
VP Marketing, Media, Performance & Engagement
The Results
Our cross-channel strategy across CTV, web and social, reached audiences in the most relevant places to drive sales, enhance consideration, and deliver strong ROAS.
Incremental ROA
Lift in Sales vs. Unexposed Control
Lift in Brand Favorability vs. Unexposed Control
CTV: DPA Cross Screen Runway
For CTV, our Dynamic Product Ads showcased priority products beneath a branded video to create an aspirational shopping experience. This mix of upper and lower funnel tactics resulted in CTV significantly increasing purchase intent and sales.
Lift in Sales Compared to Benchmarks
Lift in Purchase Intent vs. Unexposed Control
Display: DPA Cross Screen Runway & Lighthouse
Kargo turned to its best-performing formats to catch eyes. Our Dynamic Feed capabilities surfaced priority products, beating benchmarks across both Female and Male audiences.
Lift in Sales Compared to Benchmarks
Lift in Purchase Intent vs. Unexposed Control
Web Promomax
This new web format amplified priority promotions, echoing Social creative to extend reach among key audiences at key stages: Retargeting, Conquesting, and Prospecting.
Incremental ROAS
Lift in Brand Consideration vs. Unexposed Control
Lift in Purchase Intent vs. Unexposed Control
Social
Those who saw the campaign showed greater intent to consider shopping American Eagle apparel compared to ad units in other media.
Incremental ROAS
Lift in Brand Consideration vs. Unexposed Control
Increase in Total Sales vs. Unexposed Control