KingSize Attracts Winter Holiday Shoppers with Advantage+ Shopping Campaigns

KINGSIZE PAID SOCIAL ADVERTISING SEES 13% higher ROAs and 9% increase in conversion rate

KingSize is a men’s clothing e-commerce retailer that specializes in clothes for big and tall men and is part of FULLBEAUTY Brands Operations, LLC. With the critical sales season approaching, KingSize approached Adlucent to help increase sales and maximize return on ad spend (ROAS) during the winter holiday gift-giving season.

Historically, KingSize used an overly complicated ad account structure. The Adlucent team saw an opportunity to optimize paid social advertising performance by leveraging Meta’s Advantage+ shopping campaigns. With a scientific approach and an “always be testing” mindset, Adlucent decided to run an A/B test in the third quarter of 2022 that compared KingSize’s usual campaign setup against Meta’s Advantage+ shopping campaign solution.

Adlucent chose to test Advantage+ shopping campaigns because of their ability to simplify and streamline campaign creation, ad setup, and account management processes, allowing the team to focus on results. The initial Advantage+ shopping test showed much stronger conversion results in comparison to the existing campaigns, so KingSize decided to invest more heavily in Advantage+ shopping campaigns.

Then, in the fourth quarter, Adlucent ran another A/B test that compared promotional messaging in their existing campaign setup against evergreen plus promotional messaging together in Advantage+ shopping campaigns. The separate promotional messaging in Advantage+ shopping campaigns continued to outperform, so KingSize included it in its winter holiday Cyber 5 ad campaign. Leaning into the power of Advantage+, Adlucent used its machine-learning capabilities to create custom ads and identify additional audiences. The Adlucent team also used the Advantage+ placements feature to automatically deliver ads across all of Meta’s placements based on which were most likely to drive the best return on ad spend, ensuring KingSize achieved above and beyond results.

With Adlucent’s Advantage+ strategy, KingSize saw better paid social advertising results, including a 13% higher ROAS and a 9% increase in conversion rate in Q3. Additionally, the final test in Q4 saw an 8% increase in average order value with promotional messaging alone, compared to evergreen plus promotional ad messaging.

“Through testing with Meta and Adlucent, we found that the machine learning, automation and consolidation capabilities native to Advantage+ shopping campaigns drove outsized revenue and new customer impact and was the bright spot of Q4. Using Meta Advantage+ shopping campaigns produced 46% year over year growth in return on ad spend, and 107% year-over-year new customer growth during the crucial winter holiday season.”

JORDAN HAUSER, SENIOR DIRECTOR OF ECOMMERCE AT KINGSIZE

Adlucent

Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.