The Strategy

Before working with Plaid, the brand’s strategy was over-reliant on brand search, driving little success on acquisition campaigns; they were stagnant for an entire year.

By opting for a high-AOV strategy specifically focused on the brand’s shorts and utilizing more lifestyle statics, the Plaid Paid Social team was able to strengthen the brand’s acquisition funnel, ultimately paving the path to bottom-funnel success and enabling them to meet their 3.5X blended ROAS goal, while scaling budget MoM.

Another tactic Plaid leveraged was humanizing the brand which was in a competitive market, via emotionally charged humor centric ads across Meta, as well as utilizing the founder’s voice in the ad copy.

By nurturing an emotional connection with shoppers, the brand was able to fully relate with the customers in an extremely niche market.

Given the loss of Meta’s 28-day click / 1-day view attribution window, Plaid justified increases in spend based on an efficient cost to ATC ratio. Also utilizing Meta as a top funnel traffic driver for Google and Email to convert high-intent on-site customers more efficiently afterwards.