American Giant

American Giant initially focused its media strategy on a specific demographic, which limited its reach and growth potential. As competition increased across digital and audio platforms, the need arose for a more data-driven and scalable approach to audience targeting and media spend optimization. The company also sought to improve conversion efficiency while controlling acquisition costs.

To address these challenges, ARM implemented a robust programmatic strategy that transformed the clothing brand’s media planning into a data mining investment. This shift enabled the brand to uncover and engage new, high-performing audiences outside its original demographic base, significantly expanding the effectiveness of both digital and audio campaigns.

A key part of the approach was leveraging historical affinity groups. This allowed American Giant to prioritize high-intent users, driving performance while maintaining budget efficiency. In addition, target audience demos played a pivotal role in the strategy. By aligning ads with relevant media environments and topics, the company was able to enhance engagement and increase the likelihood of conversions.

The evolved strategy led to measurable and cost-effective outcomes across multiple dimensions, delivering the highest order volume and the second-best return on ad spend (ROAS) and reinforcing the value of leveraging historical affinity groups in driving conversions while preserving a controlled cost structure.

The target audience demos also delivered strong results, achieving a ROAS of 2.39 and a cost per order (CPO) of $69.87. These outcomes highlighted the ongoing power of placing ads within relevant content environments to capture user attention and drive action.

Overall, American Giant saw improved conversion rates, expanded reach, and stronger media efficiency. The programmatic strategy secured high-level impressions at lower costs and significantly elevated the performance of its digital and audio campaigns.

“We’ve seen a strong year-over-year increase in audio attribution in our ‘How did you hear about us?’ surveys, along with measurable lift across key digital channels like paid search and social,” said Darcy Pollock, Senior Director of Customer Acquisition and Retention at American Giant. “This performance boost is directly tied to the brand awareness and exposure generated through ARM’s programmatic audio efforts.”