The Black Tux was founded in 2013 by longtime friends Andrew Blackmon and Patrick Coyne. While preparing for Andrew’s wedding, the 2 friends saw an opportunity to provide men an alternative way to rent tuxedos and suits. Offering high-end, modern rental suits, The Black Tux guarantees a perfect fit. Customers order their suit and tux rentals online, get the best fit by answering a few questions, then have their order delivered for free.
The Black Tux partnered with Bamboo to increase tuxedo rentals at scale while lowering customer acquisition costs. Together we created a multi-pronged targeting strategy to expand our reach while developing and optimizing immersive Instagram and Facebook ads.
Note: Our work with The Black Tux was recently featured as a Facebook Business Success Story.
Build a scalable Instagram and Facebook strategy while lowering acquisition costs
Leverage Facebook's unique relationship targeting abilities to acquire new high-value customers
Develop and test immersive ad formats suited for storytelling and product showcasing
Facebook’s relationship status audience parameter allows us to target high-value potential customers and nurture them over the course of their engagement until they’re ready to think about the groom and groomsmen attire. Our goal is that, by that time, we will have convinced them to choose us.
Matt Gierl, VP of Growth & Marketing at The Black Tux
The team first built a targeted audience by combining multiple attributes and filters. Targeting consumers ages 18 to 65 with an “Engaged” relationship status, we split out the Black Tux campaigns between men and women in order to serve the most relevant creative to each.
To expand out of this limited audience, we leveraged Lookalike Audiences of current customers and interested customers. This tactic doubled our addressable audience size and helped us effectively lower acquisition costs. Our work didn’t stop there. In addition to acquiring new tux renters, we also used Custom Audiences to retarget people who had previously engaged with the company’s website.
We knew creative was key to getting people to consider a non-traditional way to rent suits and tuxedos. By combining both lifestyle and product-centric images, we brought the message to life, at times using humor to show how The Black Tux is the antidote to ill-fitting tuxedos.
Beyond developing and testing these concepts, we further accelerated our creative by using ad formats designed for storytelling, including video ads, Instagram Stories, collections, and carousels. As we tested and optimized these formats, we found that immersive formats like collection and carousel ads led to the most conversions, beating static image ads by up to 238%.
51% week-over-week increase in purchases
Through expanded targeting and strategic retargeting, we helped scale The Black Tux’s user acquisition efforts on average 51% week over week.
37% lower customer acquisition costs
Through smart targeting and by testing a variety of immersive ad formats, we worked together to achieve 37% better acquisition costs.
2x return on ad spend
Facebook and Instagram proved to be a great acquisition channel for The Black Tux. We suited up for success and buttoned up ROI.