About American Eagle
American Eagle Outfitters is a leading global specialty retailer offering high-quality, on-trend clothing, accessories, and personal care products at affordable prices under its American Eagle Outfitters® and Aerie® brands. The company operates more than 1,000 stores in the United States and abroad, and ships to 81 countries worldwide. American Eagle has been a strong adopter of Facebook advertising, primarily for direct response objectives.
Marin Software allowed us to do exactly what we set out to do — lower costs and increase conversions. With Carousel Ads and Facebook Audience Network, we’re telling a captivating brand story, and more people who are likely to browse our products are clicking our ads. Tools like Marin’s mass creator and bulk editor, plus the Media Plan organizer, are indispensable components of an enhanced digital advertising strategy.
Challenges
American Eagle (AE) wanted to express the narrative of their brand values in a visually engaging way to more emotionally appeal to their core audience primarily using mobile devices for shopping. Since they manage two different brands with distinct audiences and creative, they needed an enterprise-class tool to achieve their advertising goals – and handle complexity – at scale.
AE was interested in creating and implementing new strategies with unique creatives and media placements on Instagram, Mobile News Feed, and Facebook Audience Network (FAN) to expand audience reach. And, they needed a solution that would not only provide 24/7 support, but also streamline a high volume of spend across two brands, four Facebook accounts, and two U.S. social teams operating on opposite coasts.
Carousel Ads and the Facebook Audience Network, a Winning Combination
Compared with Link Ads, the best results came from running Carousel Ads, achieving a 69% reduction in Cost per Conversion (Facebook Conversion Pixel). Including FAN, Facebook’s mobile-only network composed of publishers outside of Facebook, American Eagle Outfitters (AEO) benefited from a 73% reduction in Cost per Link Click compared with News Feed Desktop.
The ability of Carousel Ads to tell a visually appealing sequential story proved to be much more engaging than Link Ads, yielding a 2x higher CTR for AEO. Running campaigns including the FAN gave AEO the ability to engage audiences most likely to browse for products on their mobile devices, since 63% of shoppers browse for products to buy using their phones or tablets rather than their desktop computers.
FAN not only gave AE wider reach and new mobile audiences – cost per sale was lower, and the CTR (Link Click) was nearly 2x higher compared with desktop.
Bulk Ad Creator and Media Plan Organizer Scales Campaigns
Facebook ads are traditionally the core of American Eagle’s social advertising, where they run Facebook ads at scale. However, AE wanted to test formats across social channels at a high volume of spend in order to more quickly scale learnings and efficiencies.
Thanks to Marin’s mass creator and bulk editor, AE can now create tons of ads and ad combinations very quickly. With the Media Plan organizer, AE can view metrics of all campaigns at a high level, avoiding the need to manually aggregate the data. Using one tool across Facebook, Instagram, and FAN significantly reduces the amount of time spent implementing and managing campaigns.
As Aerie’s target audience is different from American Eagle’s, it was important to develop a unique targeting and creative strategy. In particular, this meant focusing on Instagram advertising for Aerie, a great fit for their target demographic. Aerie brand achieved a 2x higher mobile conversion rate using Instagram placement versus News Feed Mobile.
Cross-Publisher Insights and Global Support Improved Campaign Effectiveness
Marin offers global support from social advertising experts, and is available to help American Eagle anytime strategic recommendations and tactical help are needed. American Eagle relies on Marin to gain insights, uniquely possible with a cross-publisher view, for example, of which placements work best, which ad types are high performers on which platforms, and how to allocate budget. AE uses these insights to run more informed and strategic campaigns.
With the help of Marin, running ads on Facebook, Instagram, and FAN has given American Eagle a comprehensive strategy, maximum reach, and the ability to take advantage of best practices on each channel to reach their advertising goals. Specific results include:
- 69% reduction in Cost per Conversion using Carousel Ads versus Link Ads
- 14% reduction in Cost per Conversion using mobile & Facebook Audience Network placement versus Desktop
- 67% reduction in Cost per Link Click using Carousel Ads versus Link Ads
- Aerie brand achieved a 2x higher mobile conversion rate using Instagram placement versus News Feed Mobile
- Aerie realized 38% higher CTR (Link Click) using FAN versus News Feed mobile-only
We know that AI is everywhere, but it’s still worth taking a moment to think about what the year ahead has in store for us. We present our thoughts on the most meaningful forces driving changes for performance marketers in 2024.
1. AI Transforms Supply
Artificial intelligence is redefining how we find and access information information, which means the surfaces for advertising will continue to evolve. AI-driven Search, like OpenAI's ChatGPT, Perplexity, and even Google Gemini, is better than a page full of links.
These AI systems are shifting user behavior, with more consumers preferring AI-powered search to deliver contextual answers. For advertisers, this means evolving ad formats integrated into conversational AI interfaces. OpenAI is “weighing” whether to offer ads. Imagine AI-guided shopping assistants recommending products based on real-time queries, with ads seamlessly embedded into these interactions. The challenge will be adapting inventory and placements to fit this new AI ecosystem.
2. AI Transforms Creative
Generative AI is revolutionizing ad creative, enabling brands to produce personalized, immersive content at scale. Instead of static messaging, brands can deploy dynamic campaigns that adapt to audience sentiment and trends in real time.
Even Coke has released an AI-generated commercial. The Ad Platforms are rushing to expand generative AI capabilities. As these tools mature, the "right message to the right audience" paradigm will feel outdated, replaced by hyper-responsive creative that shifts with cultural "vibes." This ability to quickly iterate creative will empower marketers to stay relevant and resonant.
3. AI Transforms Workflows
AI is moving beyond answering questions—it’s starting to do the work for us. We have long automated routine tasks like budget allocation and campaign creation, but this year, AI agents can get s#@t done for you with a simple prompt. This evolution is helping marketers focus on strategy and insights rather than execution.
Reactive Agents are great and will have a significant impact on daily tasks. Still, proactive AI continuously scouring your account for opportunities and inefficiency will lead to even better performance, driving efficiency and scalability like never before.
4. Shoppable Everything
The boundary between content and commerce is blurring. Social platforms, streaming services, and even podcasts are integrating shoppable ads to meet consumer demand for instant gratification. Platforms like Instagram, TikTok, and YouTube have already launched robust shopping integrations, but the trend is expanding.
In 2025, expect "shoppable everything" to gain traction, from QR codes on live streams to in-app shopping experiences on emerging platforms like BeReal. Have you bought something from your TV yet? Next year, you probably will. According to eMarketer, social commerce sales are projected to reach $1.2 trillion by 2025, with brands investing heavily in seamless, purchase-ready experiences.
5. Ads Everywhere
Subscription fatigue is real, and platforms are responding by increasing ad-supported models. From Netflix to Disney+, previously ad-free platforms are introducing tiered subscriptions with ads, creating new inventory for marketers.
Retail media networks are also booming, expected to command 25% of media spend by 2028, according to eMarketer. Anyone who has a captive audience is building a media network (see Western Union). This diversification offers brands more options to reach their targets, but it also requires careful strategy and tooling to manage campaigns across these expanding networks.
6. Evolving Privacy Laws
Consumer privacy continues to be a focal point, with eight new U.S. state privacy laws going into effect in 2025. These are similar to California's CCPA but add complexity for marketers, who must navigate an increasingly fragmented regulatory landscape.
Compliance will require robust systems to manage consent and protect consumer data. Additionally, marketers must focus on privacy-compliant targeting strategies, such as first-party data and contextual advertising, to stay competitive in a cookieless future.
7. The New Measurement Imperative
Accurate measurement is increasingly challenging as data collection becomes more challenging, especially if you rely on last-click attribution. Marketing mix modeling (MMM) and incrementality testing are emerging as key tools to evaluate campaign performance. Meta offers Robyn, Google has Meridian, and independent solutions address this measurement challenge.
But a better understanding of how your investment is performing and shifting dollars to the highest-performing opportunity can significantly improve your performance…what would you do with a 5x increase in conversions?
8. Google DOJ Ruling: Uncertainty, but No Immediate Action
The U.S. Department of Justice's antitrust case against Google creates uncertainty in the ad tech space. The DoJ has thoughts, however, with a new administration likely to take office in 2025, material changes to Google’s business model are unlikely in the short term.
However, given this continued uncertainty and the broad range of other platforms, marketers are wise to lessen their dependence on the Google marketing stack. Staying nimble and monitoring regulatory developments will be crucial to navigating potential disruptions.
9. The Shift to Contextual Targeting
As third-party data diminishes, contextual targeting is making a comeback. This strategy focuses on placing ads within relevant content rather than relying on individual user data, creating opportunities for brands to align with consumer interests in a privacy-friendly way.
The Burger King ‘Whopper Detour’ campaign is a prime example of successful geo-targeted contextual advertising. Innovatively leveraging location-based marketing, the campaign strategically targeted those within 600 feet of a McDonald’s location. By setting up a geo-fence around competing restaurants, Burger King could identify and connect with potential customers who were nearby. The ad was triggered by the customer’s proximity to McDonald’s and offered contextually relevant content, appealing to individuals who were likely already considering fast food purchases.
10. Cross-Channel Alignment
With more platforms and channels than ever, cross-channel alignment is essential. Consumers expect seamless experiences across devices and touchpoints, and marketers must deliver cohesive campaigns to stay competitive.
Managing and optimizing your programs in a unified platform is the cheat code for 2025. This type of integration streamlines workflows and ensures consistent messaging and performance measurement across all channels. In 2025 breaking down internal silos is a must-do.
Conclusion
Performance marketing in 2025 will be defined by the continuation of many of the themes we have been living through, but that doesn’t make them any less impactful. Staying ahead means embracing AI, preparing for regulatory changes, and adopting strategies prioritizing privacy and cross-channel integration. By aligning with these trends, marketers can position themselves for success in an increasingly complex and competitive landscape. Need help keeping up?
