I get a lot of positive feedback on my Meta ads inspo roundups, so I thought I would do a “mid year check in” and dig up some more brands with ads libraries worth studying.
​
Before we get into it, Stack Influence. Stack Influence is the #1 micro influencer seeding platform for brands selling on Amazon. Boost Amazon rankings, pay only in product, get a flood of UGC, drive external traffic & sales, and join Magic Spoon & Unilever in hitting page one and increasing revenue by up to 13X.
​
​Stack Influence is offering my readers 10% off their first month when you sign up using this link.
​
I’ll be honest: it was a bit harder to find brands following the SILIBI-optimized playbook I advocate in this newsletter. I think some brands have reviewed Meta’s new, AI-driven playbook and rejected it.
​
If you’re one of those brand owners who is backing off Meta and diversifying marketing efforts, I’d love to talk with you (and happy to keep it anonymous). Reply to this email to get the conversation started.
​
In next week’s members-only issue I’m going to provide an update on specific media buying tactics that have worked for clients most consistently in Q2 and Q3. To get that email, click here to become a member.
​
With that out of the way, let’s get to the swipe file. Reminder–it may take the ad up to 60 seconds to load, especially if you click right when the newsletter is sent.
Brand #1: DONNI
DONNI is one of the rare brands who can strike a balance between fashion credibility and performance-oriented creative strategy.
​
Their ads look like they could be iPhone mirror shots and feature compelling details from each collection. They’re able to make basics look visually interesting.
​
They also do a good job of digging into the psychology of their target customer base and speaking to compelling use cases– “I see the coolest women in these”.
***
Influencer seeding for Meta ads has a pretty standard playbook. But influencer seeding for Amazon? Not so much...until now.
​
​Stack Influence makes it easy for brands selling on Amazon to source influencers with a proven track record of driving Amazon conversions. Plus, the entire process is automated, so you're not spending hours on outreach or negotiation.
​
You only pay in product, so these campaigns can be incredibly scalable. Brands like Magic Spoon and Unilever trust Stack Influence to source and manage their Amazon influencer efforts. Blueland realized a 13x ROI (!!!) on their influencer campaign.
​
Stack Influence is offering DTC (fashion) Decoded readers 10% off their first month on the platform. Click here to sign up and redeem your offer.
***
Brand #2: NeverFullyDressed
If I could give out an award for “Best Application Of The SILIBI Ads Playbook”, I would probably give it to NeverFullyDressed. They do a great job picking the most compelling items from their assortment and shooting them in diverse, compelling ways.
​
Plus, they highlight models with diverse body types and make the clothes look attractive and aspirational in every shot.
Brand #3: Paragon Fitwear
Athletic brands typically choose one of two strategies with Meta: a fashion strategy highlighting product design, or a more direct response strategy highlighting differentiators. Paragon Fitwear is the rare brand that is able to do both.
​
The brand’s differentiator? They are designed to highlight your bum without becoming transparent or riding up.
​
They are one of the few female apparel brands that consistently deliver on creative diversity. Their ads library is a must-see.
Brand #4: WISKII Active
Yup, it’s another athletic brand. WISKII Active does a great job of applying creative diversity to the fashion strategy. Their multi-image static format is worth testing out for your own brand, especially if you carry a single product in multiple colorways.
​
All that said, they support Meta with a scaled influencer gifting and pay-for-post strategy.
Brand #5: Z Supply
Z Supply does a good job of balancing more traditional professional photo shoots with platform-native content, often developed by influencers.
​
Working with influencers (they don’t have to have 100k+ followers) is a great way to generate content that feels more platform-native if your internal creative team can’t pull it off.
Logo v No Logo
The baseline criteria for including brands in this roundup was:
- Creative diversity–the brand is running ads in at least 2-3 different visual styles
- The brand doesn’t slap their logo on every ad
​
Rule #2 knocked a lot of brands out of the running. Nothing signals “this is an ad” faster and more clearly than putting your logo on the creative.
​
I think some brands are navigating the balance between driving incremental growth with platform-native ad design vs trying to build a reputation around the brand IRL. But many of the brands I reviewed to put this post together are wayyyy too small and wayyyy too bootstrapped to be putting logos on every single ad.
​
At the end of the day, it’s your decision as a business owner. But if Meta advertising is your main paid media investment and evergreen awareness driver, there simply isn’t much upside in putting the logo on every ad.
​
Brand perception is not about the individual, it’s about the crowd–how does my community perceive me because I own this brand? Therefore, brand perception cannot be developed via hyper-individualized digital marketing channels alone.
​
In case you missed it, I launched my first digital product: a 75 Point Meta Ads Audit Just For Fashion Brands. It's just $29–click here to get yours.