Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,follow me on LinkedInor create aFREE Insight Library account, our team is publishing tons of free research that you won't want to miss.
This week we're breaking down:
Trending Research:
Learning how swimwear brands are allocating their $2M budget
#MarketingTwitter
Diving into three Tweets about Instagram's reflection on video posts in 2022, a hot take on marketing reporting and what high-volume efficiency is in marketing
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HOW SWIMWEAR BRANDS DISTRIBUTED THEIR $2M ADVERTISING BUDGET
APPAREL
Looking into the high summer seasons, May – July 2022, swimwear brands Andie, 437, Left on Friday and Monday Swimwear invested $645K in 2022, which is +41% more than during the same period last year ($456K).
From January 2021 to July 2022, the competitive set invested $2M into digital advertising. Paid Search and Facebook saw the highest spending of $1.1M and $568K respectively, followed by Instagram ($224K).
Suggestions to test:
- Invest Off-Season: Reframe your advertising to appeal to an audience engaged in travel and planning ahead.
- Experiment: Work around the trend of paid search in the swim industry and take a stab at TikTok as a visual but searchable medium.
Andie Swim targeted 1K different keywords which resulted in 360K website visits. The brand used only one keyword per ad, with two of the top three keywords being branded.
All the top Facebook ads were by Andie and advertised back-in-stock pieces. The copy aimed to ignite the sense of urgency saying that “they won’t last long”, and to “act fast”.
Instagram ads had an average CPM of $8.7. The top video ad by Andie featured positive customer reviews, providing social proof. Additionally, this ad promoted its Wanderlust collection drop.
Suggestions to test:
- Vary Your Content Tactics: Andie Swim also focused on fit (“first class fit experts to find your perfect fit”), customer reviews (“1000+ 5-star reviews”), and inclusivity (“XS – XXXL”, “Sizes 0-26”).
- Understand Customer Needs: The brands primarily highlight the inclusive fit of their pieces, promote the pieces that are back in stock and offer free bikini promotions with swimsuit purchases.
- Video is the Future: In 2022, brands in the competitive set increased investment in video ads — $76K was invested in TikTok, $18K in YouTube, and $10K in OTT. The companies didn’t run ads on any of these platforms in 2021.
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