# American Eagle

Back-to-School Success

## Challenge

American Eagle Outfitters (AEO) wanted to increase awareness and consideration during the highly competitive Back-to-School season.

## Solution

Kargo combined tailored targeting and Dynamic Product Ads (DPA) to deliver personalized experiences to AEO’s historically best-performing audiences: Adults 18-25 and Parents with Teens in HH. We also sub-targeted by gender and expanded AEO’s social and web creative to CTV for the first time.

“  
> Through our collaborative partnership, Kargo helped us craft an innovative cross-channel strategy spanning paid social, display, and CTV to connect with our audience in authentic and impactful ways."  
Ashley Schapiro  
VP Marketing, Media, Performance & Engagement

## The Results

Our cross-channel strategy across CTV, web and social, reached audiences in the most relevant places to drive sales, enhance consideration, and deliver strong ROAS.

- 012345678901234567890123456789 x  
  
Incremental ROA

- 012345678901234567890123456789%

Lift in Sales 
vs. Unexposed Control

- 012345678901234567890123456789 pt

Lift in Brand Favorability 
vs. Unexposed Control

## CTV: DPA Cross Screen Runway

For CTV, our Dynamic Product Ads showcased priority products beneath a branded video to create an aspirational shopping experience. This mix of upper and lower funnel tactics resulted in CTV significantly increasing purchase intent and sales.

01

- 012345678901234567890123456789 x  
  
Lift in Sales Compared to Benchmarks

- 012345678901234567890123456789 pt

Lift in Purchase Intent 
vs. Unexposed Control

## Display: DPA Cross Screen Runway & Lighthouse

Kargo turned to its best-performing formats to catch eyes. Our Dynamic Feed capabilities surfaced priority products, beating benchmarks across both Female and Male audiences.

02

- 012345678901234567890123456789 x  
  
Lift in Sales Compared to Benchmarks

- 012345678901234567890123456789 pt

Lift in Purchase Intent 
vs. Unexposed Control

## Web Promomax

This new web format amplified priority promotions, echoing Social creative to extend reach among key audiences at key stages: Retargeting, Conquesting, and Prospecting.

03

- 012345678901234567890123456789 x  
  
Incremental ROAS

- 012345678901234567890123456789 pt

Lift in Brand Consideration vs. Unexposed Control

- 012345678901234567890123456789 pt

Lift in Purchase Intent vs. Unexposed Control

## Social

Those who saw the campaign showed greater intent to consider shopping American Eagle apparel compared to ad units in other media.

04

- 012345678901234567890123456789 x  
  
Incremental ROAS

- 012345678901234567890123456789 pt

Lift in Brand Consideration vs. Unexposed Control

- 012345678901234567890123456789%

Increase in Total Sales vs. Unexposed Control