Answear
Learn how Answear ran a full-funnel ad campaign and used Unified Lift to prove how their campaign influenced consumer behaviour and drove conversions.
The Objective
Elevating brand power and performance with a fashion-forward funnel strategy
Answear is one of the leading fashion e-commerce retailer brands in Central Europe. They decided to run both brand and performance campaign to drive growth in their spring & summer campaign. To further validate the impact of its full-funnel marketing strategy, Answear launched a Unified Lift Study in Poland, aiming to measure the true incrementality of its efforts on user acquisition. This study would provide deeper insights into how brand and performance activities collectively influence consumer behaviour and drive conversions.
The Solution
Where style meets strategy: putting Unified Lift to work!
The study aimed to measure both brand and conversion lift by exposing a unified audience to a combination of Brand and Performance campaigns. Answear decided to use the power of TopView, TopFeed, Traffic with Landing Page View optimization and Smart+ with catalog. In their performance campaigns, they optimised towards purchases. The test structure ensured that treatment groups were consistently exposed across both brand and performance activities, allowing for a holistic measurement of the impact on the consumer journey. With this strategy, Answear aimed to validate the effectiveness of its full-funnel media activation while identifying key creative and messaging elements that drive both awareness and purchase intent.
The Results
First-Ever Unified Lift in Poland shows clear full-funnel impact
Answear’s full-funnel campaign proved not only effective in reaching users at every stage of the decision-making process but also in driving tangible business outcomes. By combining strategic media placements with performance optimization, the brand succeeded in significantly improving both brand perception and conversion efficiency. The Unified Lift Study revealed a 10.6% increase in brand awareness, confirming the effectiveness of the upper-funnel creative in capturing attention. More importantly, these efforts translated into action, with a 25.52% uplift in total conversions and a 9.96% increase in conversion rate, highlighting how a unified approach can successfully guide consumers from discovery to purchase.