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L.L.Bean believes being outside brings out the best in us

September 2020

Dynamic Remarketing and Audience targeting helps reach people who love the outdoors

L.L.Bean believes the more time you spend outside together, the better. That’s why the company designs products that make it easier to take longer walks, have deeper talks and never worry about the weather. It’s like the L.L.Bean founder always said — being outside brings out the best in us.

L.L.Bean is focused on reaching and engaging people who love the outdoors and driving purchases through ROAS-focused evergreen feed-based campaigns, while driving new customer acquisition and reactivations through promotional time-period image ad campaigns.

“In partnership with our account team, we have built a Microsoft Audience Network campaign that reaches consumers throughout the entire marketing funnel. We are leveraging Product Ads as a lower funnel, evergreen, feed-based approach, while also driving upper funnel awareness by running Image Ads during promotional time periods. Doing so has allowed us to efficiently expand our reach, while achieving our ROAS goals,” says Hailey White, Performance Marketing Analyst at L.L.Bean.
 

In partnership with our account team, we have built a Microsoft Audience Network campaign that reaches consumers throughout the entire marketing funnel.

— Hailey White, Performance Marketing Analyst, L.L.Bean

Microsoft Advertising helped L.L.Bean consistently exceed ROAS goals while driving conversions, utilizing always-on Product Ads and Dynamic Remarketing targeting, complemented by In-Market, Similar and Remarketing for Image Ads. Dynamic Remarketing helped drive strong campaign results, including a 25% reduction in CPCs, 41% decrease in CPAs, and a 52% increase in ROAS.

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