Case Study: Banana Republic achieves nearly 4× return on ad spend for new customer acquisition with Facebook

Finding new shoppers like their best shoppers

Banana Republic, a global fashion brand for modern professionals, needed to attract younger shoppers and boost return on ad spend during the competitive festive season as its customer base was aging. The retailer sought new, incremental customers rather than relying solely on existing buyers.

Using Facebook Custom Audiences to segment top, lapsed and prospect customers and Lookalike Audiences modeled on their best shoppers, Banana Republic ran a targeted holiday acquisition campaign with tailored creative and placement testing. The campaign drove nearly 4× higher return on ad spend versus other display channels, was a top channel for new customer acquisition, and achieved a 60% higher click‑through rate with Lookalike Audiences.

Banana Republic

Emily Schubert

Director Digital Channel Marketing