How brands like Alo Yoga launch Facebook Ads that work
In the competitive world of fitness apparel, Alo Yoga stands out with their sophisticated Facebook advertising strategy. Let's break down exactly how they're taking over the digital advertising space and what marketers can learn from their approach.
- Alo Yoga strategically segments their Dynamic Product Ads (DPAs) by gender and product categories
- Their longest-running ads have been active for 88+ days, indicating strong performance
- They utilize both DPAs and video content with studio-quality production
- Their creative strategy includes multi-format optimization for different feed placements
- AI analysis reveals their ads target fitness enthusiasts with themes of engagement, competence, and achievement
If you make ads on Facebook and you're spending thousands testing ads, this is for you.
What if you could see every ad that the fastest growing competitors are launching?
Let's say I'm making ads for a fashion brand. I can see all of the biggest brands here and then I can filter them down by niche to see just fashion brands. Let's say I'm interested in which ads are working best for a brand like Alo Yoga.
Let's open up Alo Yoga in Foreplay and see exactly all of the ads that Alo Yoga are running right now.
We can see that they've launched a lot of ads very recently, but some of them are already turned off.
So let's turn on the active status filter to see the longest running ads that are still running right now.
We can see that we've got this ad which reads "celebrity approved workout gear" and "stock up on your favorites" and we have a carousel of different underwear and joggers for men. This ad might actually be a DPA, a dynamic product ad, and we can find out.
To find the format of a Facebook ad, we can open it up in Foreplay and take a look at the metadata of the ad.
You can see that it's in a portrait dimension format, we have the product name here in the headline text and we have a shop now CTA button and it's going to the home page. Looks like it's still running. It's been running for 88 days.
We can also confirm the format of the ad.
It's showing each user the product that they're most likely to purchase. We can see that the niche is accessories. We have underwear, fashion products here, and some joggers.
We can save that to our swipe file so that we can relay that to our creative teams later. Or we can come back and take a look at a bunch of different ads from Alo Yoga here as well.
Looks like we've got a couple of very similar ads with different product collection selected that are focused on female oriented products.
So now we know Alo Yoga's DPA strategy. They're not running a DPA with all products. It looks like they're running a DPA with accessories and products for specific genders.
I can save that to my swipe file so that later on when I'm communicating with my creative team, I can relay: "Hey guys, for our DPA strategy, we're going to split things out by genders."
Something else we noticed in their ads is that there is dynamic content optimization. We have two different versions for different feeds.
It’s important when we're working creators and designers and even our in-studio team, the people who are picking up the cameras to let them know "Hey, we're going to need to be able to shoot this so it can be used in different formats”.
So if you're planning your creative strategy for an athletic wear brand, this is how you can use foreplay to make your next best performing ads.
