Apparel & Accessories

Cotton Inc.

First-party data from the Bazaarvoice Network of brands and retailers enabled Cotton Incorporated to reach active shoppers online and quantify consideration and conversion results.

At a Glance

Challenge

Reaching consumers with relevant advertising and demonstrating results from campaigns

Solution

Targeting in-market consumers with shopper data from the Bazaarvoice Network

Benefits

Track effects of advertising campaign through in-depth reporting from Bazaarvoice

$8.68

sales driven from every $1 ad spend

Bazaarvoice network data enabled Cotton Inc. to reach active shoppers and drive sales.

Cotton Incorporated sews up more sales with Bazaarvoice Advertising

Bazaarvoice data was the key to targeting active shoppers and quantifying results

In Cotton Incorporated’s quest to drive demand for products created with the fabric they evangelize, there are two distinct parts to the challenge they face. The first is reaching consumers with relevant advertising at the right time to influence their decision to choose cotton (vs synthetics). The second is demonstrating results from the advertising campaign, especially when brand and retailer conversion data is typically proprietary and unavailable to the non-profit Cotton Inc. organization.

Bazaarvoice Advertising helped Cotton Inc. tackle both parts of this challenge head on. Using first-party data from a network of 5,000 brands and retailers, Bazaarvoice targeted segments of shoppers who were in-market for products containing cotton, down to the specific SKU level. Since the network also provides a bird’s-eye view of consideration and conversion data, Bazaarvoice was able to accurately quantify the true impact of the campaign.

Bazaarvoice is a valued partner that can effectively put our messaging in front of the consumer at the moment that consumer is actively looking to make a cotton purchase, says Jill Orsini, Advertising Director at Cotton Incorporated. Working with Bazaarvoice enabled us to report to our constituency of cotton producers exactly how effective our advertising is in conversions, sales lift and return on ad spending.

Campaign details

Bazaarvoice identified shoppers in its network of brands and retailers to create unique segments that were highly specific to Cotton Inc.’s target audience, and then served display ads directly to those shoppers wherever they were across the web.

  • Campaign duration: 3 one-month campaign flights from April 4th – Sept. 30th, 2016
  • Bazaarvoice first-party data audience segments: cotton product shoppers (Women’s, Men’s, and Active Wear categories)
  • Primary KPI: click-through rate (0.16% target CTR)

Campaign results

Cotton Inc. wanted to see a 0.16% CTR as the key metric of success for the campaign. With Bazaarvoice’s audience segments and targeted advertising, they were able to get visibility into much more. Bazaarvoice not only exceeded the defined CTR goal, but also delivered an impressive return on Cotton Inc.’s ad spend. Advertising to active shoppers also increased brand consideration, with those who were exposed to the campaign viewing more cotton product pages.

When we first set up the campaign, we didn’t have any expectations that we were going get a Conversion Report, so it was definitely a surprise and delight, Orsini says. We’re thrilled to be able to report on ROAS for the first time. We’ve worked with other advertising partners, but the value we get in terms of reporting puts Bazaarvoice right at the top.

Bazaarvoice’s fresh first-party data comes directly from the 700 million shopper devices interacting with consumer generated content across our network of 5,000 brand and retail websites — including ratings and reviews, questions and answers, photos and videos, and more. Using a combination of our robust data and deep insights, we build audiences comprised of active shoppers who are currently in-market for your products and category. This allows us to run turnkey ad campaigns using proven strategies to deliver on your specific KPI — across display, video, and native formats.

$8.68

sales driven from every $1 ad spend

Bazaarvoice network data enabled Cotton Inc. to reach active shoppers and drive sales.

About the company

Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.
Client since 2016

Bazaarvoice is a valued partner that can effectively put our messaging in front of the consumer at the moment that consumer is actively looking to make a cotton purchase.

Jill Orsini

Advertising Director, Cotton Incorporated

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