Driving Brand Equity with Location-Based Value Rules
Aerie sought to boost brand awareness in high-value market locations across the United States while maintaining broad reach. The women’s lifestyle retailer partnered with Ovative to drive brand equity using Meta video ads without wasting a single impression.
4.9pt
lift in ad recall
APPROACH
Boosting brand equity in high-value markets
Ovative’s experts developed a Meta video ads campaign leveraging location-based value rules to maximize reach and impressions with women 18-34 years old. Focusing efforts in the markets where brand awareness was lowest, Ovative increased bidding toward 20 Designated Marketing Areas (DMAs). The campaign promoted Aerie’s apparel in dynamic video creative across Facebook and Instagram Feeds, Stories, and Reels. Seamlessly connecting product inspiration to purchase on Aerie’s website, each video ad featured a clear “Shop Now” CTA.
IMPACT
Location-based value rules drove brand awareness
Ovative’s Meta strategy enabled Aerie to maximize impact in high-value markets without sacrificing efficiency. Brand lift test results revealed that Aerie boosted brand equity within desired locations while maintaining broad reach.
4.9pt
lift in ad recall
5.6pt
lift in brand favorability
22%
lower cost per ad recall lift
33%
lower cost per brand favorability lift
