CINXE.COM

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data-source="marketo" tabindex="0" data-click-type="modal" data-click-text="footer">Get started</button> </div> </div> </div> </div> <button class="bvheader__hamburger-icon is-hidden-widescreen" aria-label="Toggle mobile navigation" /> <span></span> </button> </nav> </div> </header> <main role="main" class="page-success-detail"> <section class="container success-header main"> <div class="columns"> <div class="column is-5 vcenter"> <p class="title-eyebrow">Home & Hardware</p> <h1>Parachute increases click-through rate by 35%</h1> <p class="large-body">Ad campaigns featuring social, visual content from customers drives higher click-through rates and lower cost-per-clicks for the bedding and bath brand.</p> <div class="product-tags"> <a class="btn btn-secondary" href="https://www.bazaarvoice.com/products/visual-and-social-content/"> Visual and Social Content </a> </div> </div> <img width="1640" height="1426" src="https://media.bazaarvoice.com/parachute-header.png" class="header-image-offset" alt="" loading="eager" decoding="async" fetchpriority="high" srcset="https://media.bazaarvoice.com/parachute-header.png 1640w, https://media.bazaarvoice.com/parachute-header-768x668.png 768w, https://media.bazaarvoice.com/parachute-header-1536x1336.png 1536w, https://media.bazaarvoice.com/parachute-header-1440x1252.png 1440w, https://media.bazaarvoice.com/parachute-header-720x626.png 720w, https://media.bazaarvoice.com/parachute-header-432x376.png 432w, https://media.bazaarvoice.com/parachute-header-863x750.png 863w, https://media.bazaarvoice.com/parachute-header-569x495.png 569w, https://media.bazaarvoice.com/parachute-header-380x330.png 380w, https://media.bazaarvoice.com/parachute-header-190x165.png 190w, https://media.bazaarvoice.com/parachute-header-126x110.png 126w, https://media.bazaarvoice.com/parachute-header-55x48.png 55w, https://media.bazaarvoice.com/parachute-header-27x23.png 27w, https://media.bazaarvoice.com/parachute-header-18x16.png 18w, https://media.bazaarvoice.com/parachute-header-290x252.png 290w, https://media.bazaarvoice.com/parachute-header-145x126.png 145w, https://media.bazaarvoice.com/parachute-header-96x83.png 96w, https://media.bazaarvoice.com/parachute-header-1030x896.png 1030w, https://media.bazaarvoice.com/parachute-header-515x448.png 515w" sizes="(max-width: 1640px) 100vw, 1640px" /> </div> </section> <section class="success-glance"> <div class="container"> <div class="columns"> <div class="column is-12"> <p class="success-subtitle blue">At a Glance</p> </div> </div> <div class="columns"> <div class="column is-4"> <h4>Challenge</h4> <p class="large-body">Optimize advertising performance to increase traffic and online sales and find ways to utilize the fresh lifestyle imagery that fans post on social media.</p> </div> <div class="column is-4"> <h4>Solution</h4> <p class="large-body">Incorporate lifestyle imagery from customers who tag Parachute in their organic posts on social media and create retargeting ads that show consumers using Parachute products in everyday life.</p> </div> <div class="column is-4"> <h4>Benefits</h4> <p class="large-body">UGC retargeting ads generated a 35% higher click-through rate and a 60% lower cost per click. The tactic also gave the Parachute team a stream of new, compelling content using Bazaarvoice.</p> </div> </div> </div> </section> <section class="container success-main-content"> <div class="success-card is-hidden-tablet"> <div class="up-side"> <h2 class="white">35%</h2> <p class="success-subtitle white">CTR lift</p> </div> <div class="down-side"> <p class="regular-body">Parachute sees a 35% higher click-through rate and a 60% lower cost-per-click among ads with UGC.</p> </div> </div> <div class="columns"> <div class="column is-8 left-column"> <div class="page-wsywig"> <h2>Parachute uses UGC to increase advertising click-through rate by 35%</h2> <p>Parachute embraces the power of user-generated content (UGC) in its marketing mix to show consumers how its customers are styling and using its home décor products in everyday life. This visual and social content performs better than static, professional product imagery at creating a compelling site experience for consumers and increasing the effectiveness of the brand’s advertising.</p> <p>With powerful content discovery features, Bazaarvoice helps Parachute collect and display influential social content from customers that are willing to share their photos to allows others to envision the products in their own homes.</p> <p>Historically, Parachute relied on its brand-created editorial content to provide sleek and eye-catching ads. This creatives approach worked well to attract new customers but not in building customer loyalty and bringing familiar consumers back to the site. The new, consumer-sourced content improves the brand’s engagement with returning customers and drives more conversion from its retargeting campaigns.</p> <p><img decoding="async" class="alignnone size-full wp-image-5220" src="https://media.bazaarvoice.com/parachute-ads.png" alt="" width="1379" height="764" srcset="https://media.bazaarvoice.com/parachute-ads.png 1379w, https://media.bazaarvoice.com/parachute-ads-768x425.png 768w, https://media.bazaarvoice.com/parachute-ads-720x399.png 720w, https://media.bazaarvoice.com/parachute-ads-432x239.png 432w, https://media.bazaarvoice.com/parachute-ads-1354x750.png 1354w, https://media.bazaarvoice.com/parachute-ads-893x495.png 893w, https://media.bazaarvoice.com/parachute-ads-380x211.png 380w, https://media.bazaarvoice.com/parachute-ads-190x105.png 190w, https://media.bazaarvoice.com/parachute-ads-126x70.png 126w, https://media.bazaarvoice.com/parachute-ads-55x30.png 55w, https://media.bazaarvoice.com/parachute-ads-27x15.png 27w, https://media.bazaarvoice.com/parachute-ads-18x10.png 18w, https://media.bazaarvoice.com/parachute-ads-290x161.png 290w, https://media.bazaarvoice.com/parachute-ads-145x80.png 145w, https://media.bazaarvoice.com/parachute-ads-96x53.png 96w, https://media.bazaarvoice.com/parachute-ads-1030x571.png 1030w, https://media.bazaarvoice.com/parachute-ads-515x285.png 515w" sizes="(max-width: 1379px) 100vw, 1379px" /></p> <p>After introducing UGC into the mix, Parachute saw a 35% higher click-through rate and a 60% lower cost-per-click with the new creatives.</p> <p>“We’ve seen that our customers have a higher propensity clicking on and engaging with rich UGC imagery than traditional product-centric imagery,” said Luke Droulez, CMO at Parachute.</p> <p>The visual and social content not only drives measurable results of its retargeting campaigns, but it provides Parachute with a stream of new, high-quality content to leverage across other marketing initiatives.</p> </div> </div> <div class="column is-4 right-column is-hidden-mobile"> <div class="success-card"> <div class="up-side"> <h2 class="white">35%</h2> <p class="success-subtitle white">CTR lift</p> </div> <div class="down-side"> <p class="regular-body">Parachute sees a 35% higher click-through rate and a 60% lower cost-per-click among ads with UGC.</p> </div> </div> <div class="about-the-company"> <p class="success-subtitle">About the company</p> <p class="regular-body">Parachute is a direct-to-consumer bedding and bath brand that makes premium quality home essentials. Started as online-only, it has since expanded to brick-and-mortar stores across the United States.</p> <p class="about-the-company-url"><a target="_blank" href="https://www.parachutehome.com">Visit website</a></p> </div> <div class="quote-container"> <img src="https://www.bazaarvoice.com/wp-content/themes/bazaarvoice/images/success-page/quote.svg"> <p class="pullquote-text">We've seen that our customers have a higher propensity clicking on and engaging with rich UGC imagery than traditional product-centric imagery.</p> <p class="pullquote-name">Luke Droulez</p> <p class="pullquote-title">CMO</p> </div> </div> </div> </section> <section class="grid-container no-bottom"> <div class="grid container"> <div class="columns is-mobile grid-header-row"> <div class="column is-7 grid-title-container"> <h3>More in this industry</h3> </div> <div class="column is-5 grid-filter-container no-filter"> <a href="/success-stories/">All success stories</a> </div> </div> <div class="columns"> <div class='column is-12'> <div class="card-grid"> <article class="card card-small"> <a class="card-wrapper" href="https://www.bazaarvoice.com/success-stories/absco-sheds/" data-click-type="content" data-click-text="1190% lift in review volume boosts sales for Absco Sheds"> <div class="card-header"> <div class="logo-container"> <img src="https://media.bazaarvoice.com/absco-full-logo-small.png" alt="logo" /> </div> </div> <div class="card-body"> <h5 class="success-story-title" v-text="title">1190% lift in review volume boosts sales for Absco Sheds</h5> <p class="pullquote-title" v-text="summary"> Shedding the unknown: how Absco Sheds used reviews to set customer expectations and boost sales. </p> <p class="card-more align-bottom small-link" >Read more</p> </div> </a> </article> <article class="card card-small"> <a class="card-wrapper" href="https://www.bazaarvoice.com/success-stories/outdoor-furniture-retailer/" data-click-type="content" data-click-text="$830K patio sales in 30 days makes major furniture retailer shine"> <div class="card-header"> <div class="logo-container"> <img src="https://media.bazaarvoice.com/64x64px_300dpi_Home-garden.png" alt="logo" /> </div> </div> <div class="card-body"> <h5 class="success-story-title" v-text="title">$830K patio sales in 30 days makes major furniture retailer shine</h5> <p class="pullquote-title" v-text="summary"> A national furniture retailer sizzled this patio season with targeted campaigns that resulted in significant revenue gains. </p> <p class="card-more align-bottom small-link" >Read more</p> </div> </a> </article> <article class="card card-small"> <a class="card-wrapper" href="https://www.bazaarvoice.com/success-stories/industry-leading-retailer/" data-click-type="content" data-click-text="Furniture retailer increases holiday AOV by 11% "> <div class="card-header"> <div class="logo-container"> <img src="https://media.bazaarvoice.com/Holiday-icon_wt.png" alt="logo" /> </div> </div> <div class="card-body"> <h5 class="success-story-title" v-text="title">Furniture retailer increases holiday AOV by 11% </h5> <p class="pullquote-title" v-text="summary"> </p> <p class="card-more align-bottom small-link" >Read more</p> </div> </a> </article> </div> </div> </div> </div> </section> <section class="success-glance become"> <div class="container"> <div class="columns"> <div class="column is-12 text-center"> <h2 class="white">Become a success story.</h2> <p class="large-body white">Let Bazaarvoice help you command your goals and catapult your business.</p> <button class="btn btn-primary global-modal-link" data-target="global-modal" data-source="marketo" data-click-type="modal" data-click-text="footer">Get started</button> </div> </div> </div> </section> </main> <div class="modal global-modal" id="global-modal" role="dialog" aria-label="Get Started"> <div class="modal-background js-bv-modal-close" data-target="global-modal"></div> <div class="modal-content">  <div class="modal-cta-container 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You</h4> <p> Thank you for your interest in Bazaarvoice. 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