Meta Creative Case Study: Adore Me (Lingerie to $400M Acquisition)

In today’s segment of RDP (Reach Digital Peaks), we will dive deep into how Adore Me’s Meta Ads Strategy helped them to grow into a powerhouse in the DTC lingerie space.

👉  Use this case study as inspiration for your company's Meta-ads strategy.

Adore Me Overview

🚀 Founded in 2011, Adore Me has evolved from an online lingerie startup into a certified B Corporation, disrupting the DTC lingerie and apparel space.

Fast forward to January 2023, and the pinnacle moment unfolded – Victoria's Secret acquired Adore Me for a staggering $400 million, recognizing its impressive $250 million revenue in fiscal 2022.

In the dynamic landscape of e-commerce, Adore Me's journey is a masterclass in innovation and customer connection.

So, how did Adore Me do it with Meta ads? 

Meta Ads Analysis Overview

• Ad Shifting Frequency: Every 4-5 days new ad are launched and tested

• Ad Creative Focus:  Focused more on UGC-type video ads + Professionally Shot Product Photos

• Discounts Based Ad Creatives ✅

• Copy Analysis: Catchy, Playful and Confidence-boosting

Meta Creative Analysis

Ad Creative 1

• Inclusive and Diverse Product Display Ad Creative.

• Appeal to a broad customer base by featuring models of different body types.

• Highlighting product variety and the brand's commitment to catering to all customers.

• Made during Saint Patrick's Day timeframe

Ad Creative 2

• The copy is a straightforward with compelling value offer that's

  likely to grab attention quickly.

• The creative is trendy and gives a clear view of the product styles available. 

• These types of ads are perfect for retargeting purposes. (Discount-based) *Note the Ad Copy

Ad Creative 3

• The ad copy effectively communicates the subscription's convenience and the continuous novelty it offers. 

• The visual gives a clear idea of the types of items a subscriber might receive, suggesting variety and personalization.

• This type of ad creative is perfect for raising brand awareness.

Ad Creative 4

• Product Highlight Ad Creative

• Ads of this kind are ideal for campaigns aimed at raising brand awareness.

• This ad features an eye-catching, vibrant lingerie set that stands out against a simple background, effectively drawing attention to the product.

Ad Creative 5

• Product Highlight and Lifestyle Ad Creative

• Grab attention with its vibrant visuals and create buzz 

• Eye-catching urban chic imagery, stylish product showcase with engaging copy to spotlight the new lingerie product

Ad Creative 6

• Lifestyle Ad Creative

• Designed for retargeting, it aims to re-engage users who have previously shown interest in the brand.

• Note: The POV narrative and the displayed collection personalize the retargeting approach, enticing viewers to revisit and complete a purchase.

🌟 The Results:

Adore Me’s campaign and creative strategy led to:

📉 39% lower cost per new customer from Reels Ads with new creative.

🚀 26% higher reach, capturing new audiences effectively.

🌐 6% higher reach among 18- to 34-year-olds, solidifying Adore Me's appeal to younger demographics.

📱16% lower cost per new customer and a 25% increase in subscription opt-ins.

Conclusion

In conclusion, Adore Me's remarkable evolution showcases the fusion of innovation, customer-centric creatives, and ad copies. 

Adore Me is the first DTC brand to get a B-Corp certification, and it’s been acquired by Victoria's Secret for a whopping $400 million.

At Roveir, we’re bridging the gap between your brand and unparalleled success. “not just as consultants but as partners.”

If you’re looking for experts to support your ad platforms and deliver high converting creatives and design, let’s chat. Book a Free Consultation

If you have any questions, or topics you’d like covered - please let me know. If this helped or inspired you - reply back to this email and let me know!

Thanks,

Harsh

Founder @ Roveir | Enabling DTC Companies to scale