13.
UGG: Social Posts as Display, 2.4x the ROAS
For its holiday season, UGG ran native, high-impact banners and Spaceback social display units side by side on programmatic. The social units returned 4,101% ROAS, 2.4x the next best tactic, with 25% higher click-through. Spaceback case study.
2.4
x
return on ad spend vs the next best tactic
25
%
higher click-through than the next best tactic
4,101
%
return on ad spend on the social units
The challenge
Winter is the season UGG has to win, and the goal was demand beyond the chestnut Classic. The question was which programmatic creative tactic earned the budget.
What ran
Native ads, high-impact banners and Spaceback social display units, built from UGG's own posts with the fan comments still on them, ran on the same programmatic buy with every other variable held constant.
What it returned
Native returned 1,683% ROAS at 0.02% CTR. High-impact banners returned 731% at 0.08%. The social display units returned 4,101% at 0.10%, 2.4x the next best tactic. Deckers' VP of omni marketing credited the pairing of proven content, visible fan feedback and programmatic targeting.
Spaceback case study. Creative powered by Spaceback. Judi Media runs social display and Social CTV on its own programmatic plans; results vary by category, creative and budget.
