What really stood out to me with this initiative was how much more digitally savvy PebblePost was in identifying lookalikes for targeting. When I have worked with other (partners) for past campaigns, it has been a cumbersome process. The benefit of working with PebblePost and a key differentiator was that it was more quick and nimble.
ModCloth is an American online retailer of indie and vintage-inspired women’s clothing. It is a one-stop shop for the fashion-forward female who is looking to celebrate her unique sense of style with flattering shapes and classic silhouettes. Founded in 2002, ModCloth quickly became a popular destination for females aged 18–34 in search of hand-drawn prints and clothes tailored to fit a variety of shapes and sizes. The company quickly expanded and built a loyal community that frequented its online shop and believed in its mission to focus on inclusivity. The DTC brand first partnered with PebblePost in 2016. Having experienced positive results from previous retargeting campaigns using Programmatic Direct Mail®, ModCloth was eager to test Lookalikes, PebblePost’s latest PDM-powered product.
Objective
ModCloth wanted to acquire new customers and drive conversions.
Strategy
Similar to many DTC brands, ModCloth focuses its marketing budget on driving the acquisition of new customers. To help the brand achieve its acquisition goal, PebblePost leveraged its PDM platform to identify and mail pure prospects based on their likelihood to convert.
This audience had not previously interacted with the brand and was identified to be the best pool of prospects based on ModCloth’s existing customer file and PebblePost’s advanced modeling and proprietary graph.By working with PebblePost, ModCloth was able to reach this net new audience at home with a high-quality piece of digitally printed mail. The creative featured popular clothing as well as a promotion to incentivize the prospect to make their first purchase.
Results
At the end of the campaign, ModCloth was thrilled to achieve a 1.4X return on ad spend (ROAS) which beat their campaign goal. PebblePost’s ability to confidently measure incrementality throughout the campaign provided the team with the confidence to continue to invest in subsequent campaigns.