Despite this focus on imagery, some beautiful platforms haven’t driven results.
Instagram hasn’t yet worked for Gwynnie Bee. “We haven’t cracked it,” Hunsicker said. “Either it’s better for influencers than direct brands, or it’s for more of a branding strategy.”
Pinterest also hasn’t been effective, because women can’t easily buy a dress they see and like on the platform. They must go the extra step to sign up for the entire service.
Gwynnie Bee’s focus on data led it not only to focus more on its advertising creative, but to expand beyond digital.
Hunsicker knew from her time at Right Media that its optimization algorithm assumed that if a user didn’t click on the first ad impression, she wasn’t likely to click at all. So it kept ad frequencies low. That algorithm made sense for big legacy brands with high name recognition.
But Gwynnie Bee, a digital-only brand, saw different results. “We saw that people weren’t clicking on Facebook until the fourth or fifth ad impression,” Hunsicker said. “We had no brand recognition, and [digital] was not a great medium to build a brand.”
So Gwynnie Bee added direct-response TV (DRTV), which was cheaper for brand building than digital.
“It is the most highly attributable format on TV, and it’s talked about in terms of cost per order seven minutes to 15 minutes after the program runs. When you have 30-second or 60-second spots running in so many places, it’s hard to do attribution,” Hunsicker said.
She expects to see more data-driven TV buys based on her DRTV success. “Moving to TV has created a positive halo effect on the rest of our digital channels,” she said.