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With Christmas just around the corner, Boden’s holiday campaign is well underway. For the fashion retailer, every holiday season presents a great opportunity to affirm the brand’s three core values: joyful, uplifting and grounding. “Those first two are particularly relevant for this time of year,” says Arthur Guinness, head of growth at Boden, “so it’s a really important time for us to connect with consumers.”
Like many other brands, what’s different this Christmas is the retailer’s use of artificial intelligence (AI) to drive this consumer connection and boost Return On Ad Spend (ROAS). Boden has used Meta’s AI tool for marketers – AI Advantage+ – to do so, and increased its ROAS by 30% for Meta catalogue ads as a result.
AI is something that Guinness approaches with enthusiasm but is mindful of remaining true to the brand, saying: “Our role as marketers is to stay open minded and open to the change that AI enables and drives,” he says. “But we have to do that with the utmost respect to what's important to our customers”.
AI played a huge role in the performance of two of Boden’s campaign highlights this Christmas, which were “The 12 Women of Christmas” and “Team Icicles”. Boden used Meta’s Advantage+ shopping campaigns tool, which analysed the content within those ads and targeted people based on how the AI interprets it. “So the way we look at it is that creative is the new targeting,” says Guinness. “We have seen massive positive change in our advantage plus shopping campaign performance, including one test which showed a 30% lift in return on ad spend.”
AI Advantage+ shopping campaigns is part of Meta's Advantage+ products, which leverage machine learning to help you reach valuable audiences with less setup time and greater efficiency. To learn about creating an Advantage+ shopping campaign go to Ads Manager and Create, or click here.
For more insight into how Boden is leveraging AI and creative content to spread festive cheer and boost campaign performance, watch the video below.