CASE STUDY
SABAH: Algorithmic Creative
BACKGROUND
Before we came onboard, Sabah had already developed a deep connection to their audience with a cohesive, protected brand. Beautiful & inspirational travel aesthetic with a bohemian vibe.
Based out of NYC, they produced all their handmade leather shoes in the Gaziantep factory in Turkey and their new factory in El Paso, Texas.
Improve profitability via media efficiency and LTV.
Leverage database algorithm to discover insights
Leverage customized data feeds to enhance media channel algorithms
GOAL
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The Process
Perform creative analysis via proprietary data algorithms. We looked into the relationship of products sale to social content engagement (ie. like, shares, comments, shares) to email performance (ie. open rates). We also analyzed repurchase and LTV at the product type, gender, and color level.
Implement learnings thru content production to better leverage media channel’s algorithms.
Creative Analysis & Insights
Major Insight #1
Graphical, bohemian patterns and textures drove a 30%+ increase to CTR and engagement (ie. product on a cool rug). Facebook/Instagram favored these images in both paid and organic media. Full-body model shots performed poorly overall, however, in the remarketing & past-purchaser audience segments outperformed all other media.
Major insight #2
Neutral colors were the top entry product. Men typically stuck with them, re-purchasing the same color or would expand into a small subset of neutral colors. Women’s initial purchase behavior had a larger range of colors however when the first purchase as a more dynamic color, the repeat purchase rate increased substantially. We observed approx. 380 day time between purchases.
Major insight #3
While women’s first purchase was typically a neutral color, when they were served ads and content showing a plethora of color and styles, the CTR, engagement rates, and conversion rates increased considerably.
ACTIONS
Here are some wins:
Show “rug product shots” dynamically & automatically: Working with Feedonomics, product catalogs across Facebook/Instagram, Google and other social media were updated and synced to a company database that can be modified automatically. Previously, shoes on a white background were the focus. The algorithms were thus given more ideal data points to base decisions.
Remarketing & Retention: Gender-specific ads were created in tandem with the rug shots pushing top products based on LTV. Dynamic email customer lists linked to ad buying platforms ignited this strategy.
Email Strategy: Post-purchase flows were optimized to show top re-purchased products and were delivered at the optimal time of repurchase (starting approx. 1 year after last purchase).
