New Balance’s the Drop campaign with Amazon Ads had a total return on ad spend of $12.79 (above the athletic apparel benchmark of $6.14), and reached an audience size of nearly 900K on Fire tablet and 2.5M through display.1
“One of the reasons we enjoy working with Amazon Ads is the constant appetite and ability to innovate and test, which is a real shared value between our teams,” said Nathan Isaacson, the general manager of digital and lifestyle at New Balance. “We are always coming to each other with new ideas for how to deliver unique consumer experiences, or test product ideas, or connect consumers to athletes and ambassadors, and more.”
The Drop campaign—which reached audiences across influencer marketing, their brand Store, and display ads on Fire tablet—was a successful example of reaching audiences across a fragmented fashion landscape.
“The Drop campaign was a novel marketing opportunity,” Nguyen said. “For shoppers, what used to be ‘just a place’ to get what you need is becoming a destination for a suite of experiences. Brands can now reach consumers with recommendations and rich multimedia product detail pages that cross-sell companion items and content from your favorite celebrities and athletes.”
The success of this campaign shows how brands can innovate and experiment with new technologies to reach customers.
“Consumers expect more from brands than ever before. It’s not enough just to have a great product. As consumers have become more motivated by their personal values such as sustainability, inclusivity, human rights, and beyond, this has put a microscope on brands and business practices,” Isaacson said. “Consumers want to be associated with brands that represent them and their values, and they are voting with their wallet and their voices in a big way. For brands like New Balance that have been doing things the right, value-driven way for decades, this is a welcome change. We aren’t always the loudest, but when you get under the hood New Balance is real and authentic, and consumers can tell and want to be a part of it.”
As online shopping continues to become the norm for today’s fashion consumers, it’s important for brands to find new ways to connect with audiences.
Twitch has become an important place for brands to connect with young adult Gen Z and millennial shoppers.
“One thing about the fashion space is, [younger adult generations] don’t like things that are templatized. They like it to feel fresh, new, specific, and representative of their brand,” Newton said.
In September 2020, Burberry became the first luxury fashion brand to work with Twitch to livestream their Spring/Summer 2021 show from London Fashion Week. In May 2022, Amazon opened its first fashion store in Los Angeles, where customers can browse brands they know and love while also discovering new and emerging designers across hundreds of top brands throughout the store. Using the Amazon Shopping app, customers can send items to a fitting room, where they can use a touchscreen to browse more options, rate items, and request more sizes or styles that are delivered directly to their room within minutes.
“A lot of these fashion brands nowadays have a team just focused on innovation and tech just to figure out how to innovate within this digital world,” Hudson said. “So the brands that are comfortable jumping in and testing new things, those are going to be the brands that are most successful.”