Case Study Social

Wrangler: Finding the Perfect Snapchat Fit to Boost Conversions

woman in Wrangler apparel
wrangler logo

The Challenge

There’s no question that Wrangler is a venerated American legend in denim and casual wear. And when it comes to marketing, the brand is nothing short of a pioneer.

For years, Wrangler has leveraged Snapchat and other social media to connect with younger audiences and fill the top of its funnel. With striking creative focused on Western and workwear fashion, the brand had consistent success in generating awareness. 

However, Wrangler and Tinuiti were concerned that, over time, Wrangler’s efforts to drive web traffic via Snapchat were not resulting in quality site visits or down-the-line conversions. Compared to other platforms, Snapchat’s traffic campaigns were experiencing higher bounce rates and lower engaged sessions.

Wrangler wanted to continue pushing its success further down the funnel. Thus, it lassoed Tinuiti’s digital expertise to help extend this upper-funnel success toward downstream activities.

Results

3.8x

Increase in conversions

+34%

More efficient CPM

-50%

Decrease in bounce rate

How We Did It

The Wrangler team had historically optimized its Snapchat campaigns for clicks, the only optimization available on the platform. However, when a new Landing Page View (LPV) goal-based bidding was rolled out, Tinuiti and Wrangler jumped on the opportunity to test it.

LPV optimization segments out the Snapchat users who are most likely to interact with an ad and subsequently convert on its landing page. Brands can then bid on these users – an especially impactful tactic when optimizing for site traffic. As LPV was a brand new tactic, Tinuiti conducted a test against Wrangler’s existing click-optimizing strategy, seeking to improve bounce rates, time on site, and cost per session.

What resulted was a sizable lift in every KPI, blowing past all previous efforts. Conversions increased by 3.8x, with a 2.12x lift in ROAS and 34% more efficient CPM, compared to click optimization. This drove a remarkable 80% increase in the efficiency of the overall cost-per-opportunity (CPO), resulting in significantly more optimized spend among Wrangler’s audience.

Wrangler ad

Further, bounce rate dropped by 50%, a substantial improvement in engagement and traffic quality.

Wrangler’s increased strength on Snapchat transformed its funnel, generating quality traffic and increased engagement among its targeted audience. This downstream success made it clear: This strategic shift was the perfect fit.

Wrangler ad

Our success has always been about finding new frontiers to drive authentic innovation – and Tinuiti is a true partner in helping us identify those opportunities. We use Snapchat to connect with the younger generation of Wrangler fans, and Tinuiti ensured this platform is as effective as possible in driving quality connections with those fans.

Ann Frazier
Manager, Social Media, Wrangler
Ann Frazier headshot

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