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Shaping up with 2X ad sales.
The Brand
The SPANX revolution began in 2000 when founder Sara Blakely, seeking a smooth look under white pants, ingeniously cut the feet off her control-top pantyhose, leading to the brand's official launch two years later. This initial innovation quickly expanded into a diverse product line including bras, underwear, leggings, and activewear, all characterized by a comfort-first mentality and pioneering "targeted compression zones" that smooth, shape, and sculpt, creating the unique "SPANXeffect™". Headquartered in Atlanta, GA, SPANX now has a global presence in over 50 countries, driven by its core mission to empower women and help them feel confident and look their best.
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Challenge
Doubling ad spend without cannibalizing organic sales.
As Amazon's activewear marketplace grew increasingly competitive, SPANX set ambitious goals to expand market share while launching new product collections.
- The challenge went beyond just increasing ad spend
- Needed to double the ad budget while expanding full-funnel advertising across multiple formats
- Campaigns had to deliver real incremental growth without undermining strong existing organic sales
- In short: double the ad budget, launch new collections, and grow market share
Solution
AI-driven automation with Destiny and full-funnel execution with an expert team.
Pattern deployed their patented AI ad technology, Destiny.
- Leveraged machine learning playbooks with advanced budgeting models to manage thousands of keywords and millions of bid optimizations
- Used proprietary metric True ROAS™ to invest where it counts: reducing cannibalization, improving organic rank, and driving real incremental growth
- Destiny's efficiency freed the team to expand into a full-funnel strategy with sponsored brand videos, display ads, and streaming TV
- Fully embraced the SPANX brand with new content execution to grow existing products
- Successfully launched four new collections this year, with precise support for each from day one
"Pattern has been a valuable partner to SPANX. The data and analysis they provide through Destiny are solid, and their team is highly supportive—always ready to jump in and help us scale. Their involvement has added real value to our strategy."
In just one year, SPANX doubled new-to-brand sales, increased ad impressions by 655% YoY, and boosted clicks by 112% YoY.
Destiny was the engine behind SPANX's ad growth.
- Automated 16M+ bid optimizations, driving 2X CTR and a 64% lift in True ROAS
- Ad impressions up 655% YoY, clicks up 112%
- Ad sales up 120% YoY, new-to-brand sales up 101% YoY
- Gained the control to defend its brand, the reach to capture new demand, and the momentum to keep growing season after season
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