No, this isn’t a story about my love of female derriere… that wouldn’t be very interesting.
No, this is a story about my love of the luxury athleisure wear brand, Outdoor Voices (or OV).
You may have noticed that my gender on facebook is female… I can hear what youre thinking from here.
No, unfortunately I’m still a cis genered scum POS.
My gender on FB is female because way back when, before “info and ads”, before cambridge analytica, before ads library, this was the only way to do proper ad spy.
And in general, women get the best ad creatives on Facebook… and shortly after I started my current position, I had the mixed fortune to run ads for a yoga pants company.
A wanna-be luxury yoga pants company. Great :/
So I switched my gender to female and started the ad spy process and came across OV:
Oh, let me count the ways how I love thee OV-
MANY PEOPLE TALK ABOUT BLENDING BRAND AND DIRECT REPONSE TOGETHER, FEW ACTUALLY DO IT-
You can see for yourself in their ad library: https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=US&q=Outdoor%20Voices&view_all_page_id=312443138843803
On top of what they were doing 2 years ago, now they do so much more.
They’ve managed to position themselves as the everywoman’s brand of yoga pants and workout clothes while simultaneously charging 95 dollars per pair of leggings.
User generated content? They switched their entire creative strategy to purely UGC/influencer images/native ad feel about six months ago. They’ve been leveraging social proof in their images and their ad copy for years.
Know their audience well? If you’re like me, or you’re an actual woman on Facebook and you get fashion ads, you’ll notice lots of companies like DTSLD get torn to shreds for only having super skinny models in their ads. Not OV – see for yourself.
Value Ladder/Discount Ladder strategy? They got that too. Get a prospecting ad for their signature techsweat leggings, click it, and I bet you MONEY you’ll get retargeted to their OV – kit page. A brilliantly positioned bundling strategy where they show you a 95 dollar legging first and then show you a bundle for 95 where you get a top and a legging and you bite: https://www.outdoorvoices.com/products/womens-tech-kit
Clear differentiation, a unique sales proposition, and benefits guaranteed by features? – They have that too. Who says apparel brands can’t have a USP? Take a gander at any of their
Discount codes not for prospecting but for first touch point/first customer retargeting? – check as well
Testimonials in copy? – check.
Using emdashes where noobs would use dashes? – check.
Testing ad types as well as products as well as copy appeals as well as creative appeals? Check, check, check and check. Go to their ads library, you’ll see carousel, single image, stories, single video. Oh, and they’re using asset customization by placement features too.
Testing first person vs third person copy voice? And oft-neglected technique, but check there too:
Not sacrificing AOV for new customer acquisition? Check again. See attached screenshots for an example of “20% off your order of 100 or more”. An oft-forgotten strategy for increasing transaction value… offering discounts or free gifts if purchase values are greater than your AOV is a way to increase your site conversion rate and your CLTV at the same time. Only offering discounts on high value purchases also avoids the trap of acquiring a slew of low value customers who never buy again, and refund often.
Note how they advertise the discount code on the OV kit. Which is 95 dollars, and leggings are also 95 dollars, and tops are 45 dollars… someone buying 2 kits or a top and a leggings would still spend 140 or 170… 20% discounts there would be 122 or 136 transaction value….
HOW DOES ONE DIFFERENTIATE A PRODUCT IN A NICHE WHERE EVERY OFFERING IS THE SAME… THINK DON DRAPER
One oft forgotten lesson of the USP is – if you don’t have one, all you have to do is be the first to say it.
OV again, is a perfect example of this.
On their prospecting ads they use the phrase “shapes and holds you tight for high-sweat workouts”.
Are they the only yoga pants that do that? No way.
But they know what their customers want besides designs and they hammer that home and now, any other competitor who wants to use that tag can’t, without their appeal being watered down.
You’ll see them do this again on their “run shorts” where they say ‘quick dry lightspeed’.
And no, not the only shorts that dry quickly.
I’ll stop ranting now.