‘Tis the season to peak with Meta: how Boden increased its ROAS for Meta catalogue ads by 30% [Video]

With Christmas just around the corner, Boden’s holiday campaign is well underway. For the fashion retailer, every holiday season presents a great opportunity to affirm the brand’s three core values: joyful, uplifting and grounding. “Those first two are particularly relevant for this time of year,” says Arthur Guinness, head of growth at Boden, “so it’s a really important time for us to connect with consumers.”

Like many other brands, what’s different this Christmas is the retailer’s use of artificial intelligence (AI) to drive this consumer connection and boost Return On Ad Spend (ROAS). Boden has used Meta’s AI tool for marketers – AI Advantage+ – to do so, and increased its ROAS by 30% for Meta catalogue ads as a result.

AI is something that Guinness approaches with enthusiasm but is mindful of remaining true to the brand, saying: “Our role as marketers is to stay open minded and open to the change that AI enables and …