Industry: Retail / Apparel
Objective: Strengthen brand awareness and social engagement across multiple regions through paid social media, video content, and location-targeted creative.
Overview
A national retail brand partnered with 535 Media to promote seasonal products, clearance events, and hiring initiatives across Facebook, Instagram, and other social placements. The strategy leveraged targeted social advertising, short-form video (Reels), and regional segmentation to engage local audiences and drive both store traffic and brand engagement.
Performance Summary
The September campaign generated strong engagement and broad reach across multiple content types and regions:
- Total Reach: 8.3 million unique users
- Impressions: 8.7 million (a 14% increase from prior period)
- Clicks: 49,800+ with a CTR of 0.57% — significantly outperforming retail benchmarks.
- Video Performance: 55,000+ thruplays, showing continued growth in video completion.
- Post Engagement: Over 650,000 total interactions, including page likes (+29%), shares (+223%), and comments (+29%).
- Top-Performing Ad Themes: Seasonal creative (“Fall” and “Halloween”) generated the highest engagement, with CTR as high as 0.56% and efficient CPCs under $0.50
- Strongest Markets: Ohio, Pennsylvania, Virginia, and Tennessee drove the majority of impressions and engagement, aligning with key retail footprints
Results
The campaign achieved over 59,000 total clicks across platforms, maintaining high mobile engagement rates (98% of clicks from mobile).
Audience demographics showed strongest engagement from ages 55+, especially females, who drove a CTR 8x higher than the male audience segment
Creative variety—including Reels, event-themed promotions, and “Now Hiring” messages—successfully kept engagement consistent across audience types.
Key Takeaways
- Mobile-first strategy significantly improved engagement and CTR.
- Video-based creative (Reels) achieved a 91% completion rate, strengthening brand recall.
- Localized targeting ensured ads reached audiences near store markets for maximum impact.
- Seasonal storytelling and lifestyle creative outperformed generic brand messages.