Fashion and beauty brands often get to use new technologies first. Many are digital natives who are making custom D2C digital strategies. There are also so many brands out there that any new idea could help one stand out, especially as the busy holiday season comes.
Tuckernuck, a store that sells clothes and home goods, and Kitsch, a beauty brand, have both started using AI-powered tools in Meta’s Advantage+ shopping campaigns solution to improve the performance of their social media campaigns. Everyone who wants to do business with them is on Facebook and Instagram. The tools set up campaigns automatically on these sites and help them reach their goals more efficiently. This means that marketers don’t have to pick out groups they think will respond best to the campaign; instead, the AI finds these perfect groups on its own.
Why it matters. New AI tools are just now being used by marketers in their efforts. A recent study found that marketers are about twice as interested in data and research use cases as they are in creating images with genAI. This is what Meta’s Advantage+ plan looks like. It has optimization features that are meant to make performance better automatically, effectively doing the work of analytics. GenAI is going to soon have features that will help businesses make ads and reuse content. Advantage+ creative improvements already has some tools for making things better.
Advantage+ ads for shopping. If advertisers choose Advantage+ creative in Meta Ads Manager, their shared photos and videos can be optimized. This is because the tool automatically gets rid of ads that aren’t doing well to find the ones that are.
Multiple Advantage+ creative optimizations are put together in Advantage+ shopping campaigns to make them more efficient. These campaigns send ads to both current and potential customers based on Meta’s deep knowledge of user behavior and how ads work during the campaign.
At the moment, marketers can try out up to 150 different creative combinations with the Advantage+ shopping campaigns option. It then sends the ads that are doing the best to the people who are most likely to buy.
Meta looked at about a million campaigns and found that when marketers turned on the AI tools, the solution increased return on ad spend (ROAS) by an average of 22%.
Improving things. Yingying Kuang, VP of growth and ecommerce at Kitsch, says that using Advantage+ shopping campaigns takes care of a lot of the work that needs to be done for segmentation.
Meta has come a long way in leading with AI and getting rid of a lot of manual tasks to free up time for creative work that will move the business forward, Kuang said in a virtual roundtable that Meta held.
Kitsch divides audiences into groups based on location and demographics before a campaign. The Meta AI, on the other hand, just watches how the campaign goes and chooses the groups where ads are most likely to work.
Advertisers can also change the parameters of their ads to fit their needs. They don’t have to let AI take over everything.
Pay attention to users and creativity. “It’s hard to be creative because only a small percentage of ideas work,” Kuang said. “The first step in our creative process is to listen to our customers.”
There is a Facebook group for Kitsch fans with about 45,000 members. They talk about problems that a lot of people have, and the marketing team at Kitsch comes up with creative ways to solve these problems.
Kitsch has a full design team that works seven days a week to make fifty to one hundred assets. The staff includes media buyers who look at the data to see what works and what doesn’t and content planners who come up with ideas and scripts. Through Meta’s AI features that improve campaign success, none of Kitsch’s marketing jobs have been taken over by other people.
Time off. During the holidays, Kitsch will focus on making picture ads that can be quickly turned into a number of different versions using Advantage+ tools.
“The holidays are such a crazy time, so it’s best if it’s easy to get creative,” Kuang said. “One of the most important things I’ve learned is that simple images with a clear message about giving gifts work well during the holidays.”
Work together and look for new customers. According to co-founder September Rinnier Votta, Tuckernuck is only as good as its creators. The business has three studios inside for shooting products, and every month they make a new lifestyle ad that covers a lot of ground. Influencers and the brand work together to make content, and the brand also gets ideas from its workers.
Rinnier Votta said, “We have a test and learn philosophy that we use every day. This gives us variety and brings in customers that we wouldn’t have if we were making creative all by ourselves.”
This way of thinking fits well with how Meta’s platforms find chances that weren’t known before. Advertisers never know for sure who those ads will reach.
Rinnier Votta said, “The paralysis by analysis is not a way to win.” “Just keep an open mind…”Do what you think is right, fail and learn, and keep getting better.
GenAI. At the moment, Advantage+’s creative tools include image templates, text improvements driven by genAI, and visual touch-ups. People can make 2D pictures move in 3D. Music can also be added to picture ads.
Advertisers can also use genAI to make a background for a picture that has a certain object in it. They can also make different backgrounds for different versions of an ad. Users can also try full image generation, which changes not only the background but also makes a whole new picture with similar parts based on an ad.
Karin Tracy, Meta’s head of retail, fashion, and luxury, says that the company is also trying genAI tools that make and run ads based on prompts. She did say, though, that brands will want to crawl with AI before they walk or run.
She said, “It’s still very early on and will change over time.” “Brand guidelines are very important.” Brands will decide what your creativity is and what your brand is. The things we’re helping with today are ad sizes, backgrounds, and the way some parts of the ads move. We’re going to start there.
