Client: Steve Madden
Services: Full-funnel media strategy, planning, buying, optimization, creator partnerships, and analytics
Overview and Challenges:
Steve Madden partnered with January Digital to expand its reach among trend-conscious, younger consumers ahead of the competitive fall fashion season. As discovery and shopping behaviors continue to shift toward social platforms, the brand needed to meet audiences where they are most engaged while maintaining strong performance efficiency.
Although Steve Madden was already an established advertiser on Snapchat, the opportunity lay in scaling investment and evolving its approach to better reflect how fashion content is discovered, shared, and acted on within the platform. The challenge was to drive incremental return on ad spend while balancing direct-response performance with brand resonance in a highly visual, fast-moving environment.
Goals:
- Expand reach among younger, style-driven audiences on Snapchat.
- Drive incremental ROAS ahead of the fall fashion season.
- Improve media efficiency through lower CPMs and CPCs.
- Test and scale creator-led and dynamic ad formats to enhance relevance and performance.
Our Work:
January Digital developed and executed a Snapchat-first, full-funnel strategy designed to capture attention and convert demand:
- Platform-Native Execution
Leveraged Snap Ads, Dynamic Product Ads, and Dynamic Collection Ads to align with how users browse and shop within Snapchat. - Personalized Product Delivery
Activated catalog-based Dynamic Product Ads to automatically serve highly relevant, single- and multi-product ads based on user behavior. - Creator-Led Storytelling
Partnered with creators through Snapchat’s Creator Collab Campaigns to deliver authentic, native-feeling content that resonated with trend-conscious audiences. - Brand Integration at Scale
Supported the fall launch with a custom Bitmoji collection, allowing users to style avatars in Steve Madden’s latest looks and seamlessly shop the products IRL. - Performance-Focused Optimization
Continuously optimized toward incremental impact, balancing reach, efficiency, and return as spend scaled.
Results and Business Impact:
The Snapchat-first strategy delivered strong incremental performance while improving efficiency across key metrics:
- Reach: 2.2M Snapchatters reached at a 44% lower CPM.
- Return: $7 incremental ROAS, triple the initial target.
- Efficiency: 24% lower cost per click.
