Fashion brand ALEMBIKA sees 8X ROAS by using UGC in Facebook and Instagram Ads .

About .

Alembika is a premium fashion brand that primarily serves women over the age of 50. They have rapidly expanded to over 300 stores across the United States and have been growing their online presence over the course of the last 3 years. They believe in creating clothing that makes you feel beautiful in your body. Not the body you fantasize about, but the one you have right now!

The Challenge .

While Alembika was already performing exceptionally well, with Return on Ad Spend (ROAS) consistently at 4X, continuously outperforming creative, audience winners and reaching new heights, has always been the Shared Audiences approach ever since they began working with the fashion brand almost three years ago.
Testing static images, carousels, and videos with different copy, colors, placements, etc can only get you so far. It’s also what EVERYONE else is doing. “We want to be a supermarket, right now we are doing so well as a small grocery store but we want to be a huge supermarket” says Alin Wagner, VP of Marketing and Ecommerce at Alembika.
To level up and meet Alembika’s expectations for hypergrowth, we knew bringing the customer voice into the ads in a completely fresh way was essential.

The Solution .

Enter User Generated Content (UGC) by influencers. It was a play that seemed like a no brainer to the entire team, however influencer marketing brings all sorts of new challenges to the ad creation process. Shared Audiences was able to strategically connect with over 20 micro-influencers to provide Alembika with a cost efficient campaign in which each creator provided content on the brand, while also posting that content to their Instagram profiles.

There were two high level layers to the approach in this campaign. The first, to increase brand awareness by leveraging the influencers audience. The second was to take the content created and repurpose it to use on Meta. The collective consensus was that these ads would do just as well as our best performing ads, or even outperform them in many cases, and oh Zuck did they do just that.

The Outcome .

Throughout the course of a short 3-4 week time period, the UGC campaigns have given Alembika ROAS upwards of 6-8X, a great feat for initial testing. In fact, in this time frame, UGC campaigns outperformed most of our standard running campaigns such as our dynamic catalogs. Performance metrics such as click-through rates (CTRs) and cost per clicks (CPCs) in comparison, have remained relatively equal, yet the increased conversion value is a welcome boost and sets the stage for us to replicate similar campaigns in the near future given its early success.
The initial testing phase has only further established the optimistic outlooks the entire team had going into the strategy and truly highlighted the power of UGC content for a fashion brand such as Alembika. Even when you put aside the voice of authority from the influencer aspect of the campaign, it’s evident that when content is given a strategic direction of style and customer voice, it’s a powerful tool and creates a unique and genuine connection with the shopper. There’s something special about an individual creating content that reflects the brand's ethos and unique take on fashion, and when that’s transferred over to a passionate audience that has proven to convert, it becomes 10X more digestible as an ad, and ultimately makes magic happen.

About Shared Audiences .

Shared Audiences is a performance-focused omnichannel advertising and marketing platform that connects brands to their target audience at the right time and place in their customer journey. Clients range from Fortune 1000 corporations to venture-backed tech startups to SMBs across the globe.

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