Boston Proper has been a pioneer in the fashion and apparel industry, building a business based on print catalogs that regularly feature over 200 new styles. Since 2020, Tinuiti has been supporting Boston Proper across paid media management across Google Ads, Facebook and Instagram, Shoppable Media, and Creative Strategic Planning.
Given the client’s focus on print catalog advertising, their creative process was hyper-focused on the catalog, while digital assets took a back seat. Tinuiti partnered with Boston Proper to audit their existing creative process and develop a series of structural changes and recommendations to ensure that whenever a new concept for a print catalog came to life, the digital assets for paid media are being taken into consideration as well.
Over the course of a year, Tinuiti’s Creative team executed a series of A/B testing on Facebook and Instagram in order to understand what ad format was resonating with Boston Proper customers.
– Bari Horton, Director of Marketing, Boston Proper
“Best Foot Forward” ads after six weeks
How We Did It
The A/B tests deployed by Tinuiti’s Paid Social team examined ad format via video length, copy length, on-video/image copy inclusion vs. exclusion, and branding, with the goal of finding an evergreen format that universally worked for Boston Proper’s audience.
Since the client releases products on a collection basis, we administered A/B tests in each collection, allowing our team to refine and optimize each subsequent campaign. Once a trend began to emerge, we made small testing adjustments to see if we could create something even better.
- Priority lifestyle imagery look from the associated catalog
- On-image copy with brand font that tied into catalog language
- Static format
- Platform copy that speaks to the brand as a whole (awareness + consideration)
The “Best Foot Forward” ad is now a staple in the Boston Proper’s marketing mix. Since May 2021, it has consistently been the top-performing ad format run on the client’s account with the highest amount of purchases, most efficient CTR, and greatest ROAS.