Home & Hardware

Parachute

Ad campaigns featuring social, visual content from customers drives higher click-through rates and lower cost-per-clicks for the bedding and bath brand.

At a Glance

Challenge

Optimize advertising performance to increase traffic and online sales and find ways to utilize the fresh lifestyle imagery that fans post on social media.

Solution

Incorporate lifestyle imagery from customers who tag Parachute in their organic posts on social media and create retargeting ads that show consumers using Parachute products in everyday life.

Benefits

UGC retargeting ads generated a 35% higher click-through rate and a 60% lower cost per click. The tactic also gave the Parachute team a stream of new, compelling content using Bazaarvoice.

35%

CTR lift

Parachute sees a 35% higher click-through rate and a 60% lower cost-per-click among ads with UGC.

Parachute uses UGC to increase advertising click-through rate by 35%

Parachute embraces the power of user-generated content (UGC) in its marketing mix to show consumers how its customers are styling and using its home décor products in everyday life. This visual and social content performs better than static, professional product imagery at creating a compelling site experience for consumers and increasing the effectiveness of the brand’s advertising.

With powerful content discovery features, Bazaarvoice helps Parachute collect and display influential social content from customers that are willing to share their photos to allows others to envision the products in their own homes.

Historically, Parachute relied on its brand-created editorial content to provide sleek and eye-catching ads. This creatives approach worked well to attract new customers but not in building customer loyalty and bringing familiar consumers back to the site. The new, consumer-sourced content improves the brand’s engagement with returning customers and drives more conversion from its retargeting campaigns.

After introducing UGC into the mix, Parachute saw a 35% higher click-through rate and a 60% lower cost-per-click with the new creatives.

“We’ve seen that our customers have a higher propensity clicking on and engaging with rich UGC imagery than traditional product-centric imagery,” said Luke Droulez, CMO at Parachute.

The visual and social content not only drives measurable results of its retargeting campaigns, but it provides Parachute with a stream of new, high-quality content to leverage across other marketing initiatives.

35%

CTR lift

Parachute sees a 35% higher click-through rate and a 60% lower cost-per-click among ads with UGC.

About the company

Parachute is a direct-to-consumer bedding and bath brand that makes premium quality home essentials. Started as online-only, it has since expanded to brick-and-mortar stores across the United States.

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We've seen that our customers have a higher propensity clicking on and engaging with rich UGC imagery than traditional product-centric imagery.

Luke Droulez

CMO

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