Style is personal, and Facebook fashion ads are starting to reflect that. The savviest fashion marketers on Facebook have zeroed in on their audiences, tailoring content to a sense of personal style.
You, too, can design videos that resonate with your customers’ unique tastes. Here, we’ve curated some of the best recent fashion ads to inspire your next video campaign.
Wander Beauty makes its audience feel seen
A makeup company that shows faces is kind of a no-brainer, since focusing on faces is a video best practice. Videos from Wander Beauty stand out because the company makes a point of featuring diverse faces. With a broad audience of US women aged 25-50, Wander’s campaigns show a commitment to representation of many of its customers (instead of the same model), so customers can see themselves using the product.
Wander Beauty did narrow their audience to people already interested in cosmetic products, so the tutorials are in line with this aspect of customers’ identities. Some videos focus on products for different skin types, while others focus on different use cases, further showing how the products feel like they are made just for you.
Zalora knows variety is the spice of life
Fashion ads that feature a variety of items focus on two themes: convenience and trust. Zalora is a Filipino e-commerce brand that features items made in-house as well as from several different retail labels. They highlight this bountiful selection with motion graphics in its simple video ads. They take the logos of top-sellers such as Nike, Mango, River Island, and Superdry and animate them, boosting brand recall.
Zalora includes its own logo at the beginning and end of the video, along with a call to action that boasts the company is “100% authentic.” By drawing other well-respected brands under the Zalora umbrella, Zalora inspires trust in its own quality and service. From watching the short video, viewers can tell when they shop with Zalora they can take care of all their fashion needs in one place. And so they did shop more with Zalora. The company saw a 3.5X increase in “add to cart” app events from the campaign.
Boux Avenue tailors videos to the funnel
According to Facebook, lingerie brand Boux Avenue gained 32,000 new customers due to its funnel-based video ads. Video is particularly useful for customers at the top of the funnel, as a means to introduce the brand visually, stirring up emotions and encouraging brand recognition.
Boux’s striking video designs played on the color of each lingerie set, sometimes showing models, and other times animating the garments themselves. The ad copy included the line “Discover the perfect style for you and choose from over 10 different colors,” making the viewer feel like the options are individualized to their taste.
Down the funnel, Boux Avenue encouraged more personalized interactions with immersive Canvas ads. Bright, colorful videos made it possible for the brand to create a campaign that helped viewers see themselves in their clothes. The conversion rate increased from 8.3% in 2016 to 10.4% in 2017.
iClothing keeps it simple with slideshows
Streetwear shop iClothing knows that fashion ads don’t have to be complex to be effective across a broad audience. The brand had never used video before it started trying slideshow video ads on Facebook and saw impressive results, with a 76% increase in revenue.
Slideshows are a great way to heighten beautiful product photography by adding motion. iClothing pieced together shots of the newest items in stock with the copy, “Grab these items before your bestie does!” adding some immediacy by playing to the viewer’s sense of FOMO.
As iClothing saw, viewers respond positively to a series of images rather than a single one. Savvy fashion ads don’t want to attract viewers with just one item; they want to make customers return to the store over and over again.
What’s great about slideshows is they are extremely budget-friendly and easy to make. You can make several in just a few minutes, and test them on your audiences. Not only that, but they load more quickly across devices, making it more likely that someone scrolling will see your video successfully while your competitor’s video buffers.
Olivers Apparel puts their products in motion
Los Angeles menswear brand Olivers Apparel took its video ads to the streets to show off their products’ versatility.
While monotone or white backgrounds for videos put the focus on the product, sometimes people need to see clothing in action before they place an order. This is why so many e-commerce sites have videos of models twirling, jumping, and laughing on their product pages. When you’re selling athletic apparel, motion is particularly important as a selling point. Viewers need confirmation that sportswear can stand up to all kinds of activity.
Olivers makes clothes that are meant to be worn in a variety of situations, fully embodying the term “athleisure.” It’s stuff you could wear to the beach, on a run, or on a date. Their ad showcases the details that make all that possible, with a model in constant motion against a sunny backdrop.
Their audience encompasses men aged 18-54, so the ads needed to fit a variety of lifestyles. With these active videos, they were able to encompass several interests and behaviors that aligned with audience preferences. The brand’s reward was a 2.1X return on ad spend.
WUNDER2 pursues every platform
To connect with people on a personal level, you have to go to where they are – and then ideally create a space in which they’d want to hang out. UK beauty brand WUNDER2 (no relation to Wander) used video as a tool to attract customers and influencers from around the world to its Facebook page, which now has nearly one million followers.
WUNDER2 posts video makeup tutorials across Facebook and Instagram, and displays ads on mobile and desktop, driving conversions from all channels and platforms. Their videos show a range of products and use cases, from rainbow Pride looks, to making your eyebrows last all night. This flexibility allowed them to maximize their reach and create authentic word-of-mouth from beauty experts.
Tutorials, in particular, offer immediate value to your customers. When influential artists and bloggers start following your advice from tutorials, your brand becomes a trusted source of authority. By spreading your tutorials around the web both organically and through paid ads, you can show customers that your brand is more than just the products it sells; it’s a community for people passionate about beauty.
Berlei makes an emotional impact
Serena Williams is an icon beyond the tennis court – she represents strength and self-confidence for all kinds of women. With its emotionally impactful videos featuring Williams, Australian underwear brand Berlei created fashion ads that covered way more than just style and fit, asking women to “invest in yourself.”
The campaign was complex, with several different teasers and clips released over time. According to Facebook, the campaign was targeted to women ranging in age, with interests in sports, fitness, and fashion, with the goal of increasing mid-funnel brand consideration.
You don’t need to put a superstar in your video ads to elicit emotion. Adding a consistent, inspirational message to your ad copy and video script will do the trick. Berlei’s tagline “Do it for yourself” is empowering and encouraging – it gives the viewer permission to take a leap, using Williams as an example of someone who goes after what she wants. In your next video, consider how your copy and script – as well as your actors, models, and brand reps – can create a feeling viewers identify with. Fashion is a part of identity, and fashion ads that speak to inner qualities will be far more effective than those that only focus on the outside.
goop teases blog posts with video
Gwyneth Paltrow’s lifestyle brand goop creates cross-functional Facebook ads promoting blog posts and product. This unique style is a natural fit for the growing company, which now encompasses e-commerce and pop-up shops.
The goop website’s main focus is editorial. Its trusted editors and high-profile contributors publish curated advice, interviews, recommendations, and tutorials. To generate revenue, goop partners with brands on sponsored posts. On Facebook, goop’s video ads link to these advertorial blog posts.
The video ads are a great way to bring blog posts to life. They tease an article about a specific product, encouraging the viewer to both visit the goop site and try out the sponsored product. This style of fashion ad is unique, as it’s not an overt advertisement, but comes off as a personal recommendation from a trusted source. This makes the ads more intimate, and less salesy in tone, which is appealing for people who don’t want to be sold to on Facebook.
Lulus sells with social proof
Like many other brands in this list, Lulus made their women’s fashion ads about choice and color, so that viewers at home could find the style that matches their own. One slideshow ad shows a jumpsuit in several colors with the caption, “1,000+ 5-star reviews – shop now!” This social proof drives the strategy of Lulus’ ads.
The ads play on a familiar tension for shoppers, between wanting to pick items that are on-trend and popular, but also express individuality. Adding positive press, reviews, or comments to your ad copy will convince a fashionable audience that your collection will secure their place in the in-crowd.
Reformation has a sly take on seasonality
Reformation has taken over millennial fashion with its strong social media presence – including its one million Instagram followers. Since starting in 2009, Reformation has packaged its fast fashion positioning with a message about sustainability, making it an “it” brand for cool, socially aware young women across the US.
Reformation’s most recent video ad campaign is eminently relatable for that same crowd. The copy makes mention of summer “wedding season” fatigue – then shows several gowns worn by a blasé-looking model. Translation: weddings are repetitive, your style doesn’t have to be.
Other videos focus on the “17 Saturdays in summer” and what you could be wearing on each of those days. This fresh angle on seasonality doesn’t just advertise weather-appropriate dresses, but also the long days and fleeting nature of summer. It captures the season in a mood, combining a hint of nostalgia with a little bit of snark.
UNTUCKit opens up body positivity for men
When selling to the individual rather than the crowd, representation is everything. Women’s brands such as Dove and Wander Beauty above have caught on to this, but men’s brands are a little bit behind. Enter UNTUCKit, a men’s shirt brand based in the US. Their fashion ads aim for representation of a wider swath of the male population than just chiseled models.
Their taglines are “fit for everybody” and “Every body welcome” and their photo shoot videos prove it. The behind-the-scenes clips show “real,” non-model men at a photo shoot for the brand. In interviews, they discuss the struggles of finding shirts that fit and recommend the fabric (one participant calls it “buttercream”). The final product is UNTUCKit’s cover video, a gif that shows all the men shirtless, and then in UNTUCKit shirts.
The video is lighthearted but plays to an important theme: in order to get people to buy clothes online, they have to be convinced the clothes will fit them. UNTUCKit convincingly argues that anyone can look good in their shirts.
Making mass style personal
Audience data is one of the best features of Facebook ads because it helps brands get to know their customers’ particular tastes and interests. In a highly personal feed filled with friends’ baby pictures and vacation posts, beauty and fashion ads need to be tailored to the individual. As the examples above show, videos can encompass a variety of identities, colors, activities, interests, and scenarios. Fashion and beauty are not static, and videos are the most effective way to channel all the varieties of self-expression.
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