JustFab Leveraged Smartly AI Studio to Create Seasonal Ad Personalization

About the Customer

JustFab is an online retailer that sells clothes, accessories, and shoes. JustFab operates under a subscription model, where customers can sign up to become “VIPs” to receive special deals and promotions. This campaign focused on their brand and on ShoeDazzle, a sub-brand of JustFab.

Industry

Retail

Company Size

700

Objective

JustFab has a massive catalog of products, and struggled to create engaging backgrounds for their ads across all these different products. They wanted to create seasonal moments with their product imagery, aiming to increase CPA through personalization. To do this, they wanted to try Smartly’s AI-powered creative capabilities.

They wanted to leverage Smartly’s AI capabilities to remove the background across their product catalogs. With the backgrounds removed, they were able to design a seasonal DPA template around it in Smartly’s Template Editor.

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Solution

Smartly’s AI Studio provided JustFab with the perfect space to try out AI personalization at scale. First, they leveraged Background Removal to remove the grey background from their entire catalog across JustFab and ShoeDazzle products, then Scene Generation to produce new seasonal assets.

In just one month, JustFab saw a 9% CPA decrease on AI-enhanced assets compared to non-enhanced assets. And in campaigns for JustFab and ShoeDazzle Black Friday/Cyber Monday ASC campaigns, the highest performing ads were those created in Smartly’s AI Studio.

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“We were able to use Smartly GenAI tools to help scale during Cyber. The biggest success we saw was on ShoeDazzle. In the first two weeks of launching GenAI ads, we were able to scale to 11% of total SD media spend on GenAI ads. The biggest win was the ad below – we were able to generate this background instead of just using a white-background PDP shot. Generating these ads using GenAI was fairly quick and easy and helped us to create more ad volume during a time when our design team was more strapped for resources.”

Erin Vitero

Sr. Director, Growth - JustFab and ShoeDazzle

Solution

9% CPA decrease on background-removed assets, compared to Business as Usual (BAU):

In both the JustFab and ShoeDazzle Black Friday/Cyber Monday Advanced Shopping campaigns, the top spenders were ads created in Smartly using the Gen AI tool. They had CPAs below 25% below benchmark.

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