About Bombas

Bombas is a comfort-focused apparel brand with a mission to help those in need. The company launched in 2013, after the founders learned that socks are the #1 most requested clothing item at homeless shelters. From there, they set out to solve that problem, donating a pair of socks for every pair they sell. How do you sell and donate a lot of socks? You make the most comfortable socks in the history of feet.

Over 10 years later, Bombas has continued to innovate and expand, today offering better versions of the items you wear closest to your body everyday including socks, underwear, t-shirts and slippers. Staying true to their mission, the company now also donates the top three most requested clothing items at homeless shelters – socks, underwear and t-shirts. To date, Bombas has donated more than 100 million items to those at-risk, in need, and experiencing homelessness.

Challenge

Striking a balance between growth and cost-effectiveness can be tricky, especially when expanding to new audiences. The popular sock brand, Bombas, set out with a clear goal: to increase new customer rates while maintaining an efficient return on ad spend (ROAS).

Solution

Connexity syndicated Bombas’ offers in high-intent traffic sources on the open web, where direct integrations enabled incremental inventory and allowed for expanded reach and new customer acquisition opportunities. We focused on:

Product Searches

Searching for products in online shopping platforms often indicates the low-funnel activity associated most closely with a conversion event. The high-intent impressions resulting from product searches are coveted opportunities where only active bidding using CPC budget can deliver competitive success.

By enabling CPC budgets and partnering with Connexity, Bombas actively competes for the highest visibility in search results. Our CPC optimization programs deliver significant incremental impression share and power branded search storefronts in platform relationships like Yahoo Shopping.

Commerce Content

Commerce-oriented editorial content, especially those attracting large audiences, are highly valuable opportunities for brands to be discovered, for promoting detailed product value and for driving leads that convert.

While CPA-based affiliate relationships are the traditional method of accessing commerce content audiences, CPC budgets drive expanded promotional opportunities for brands in content. Bombas’ commitment to CPC budget enables Connexity to work directly with publishers where we incentivize the creation of new and exclusive promotional content, adding Bombas as an alternative buying option in relevant content articles or even swapping promotional links in existing high-traffic evergreen content.

Shopping Marketplaces

Recently, new mobile-first shopping marketplaces have emerged to capture the attention of younger consumers, who are new customer opportunities for many brands. Buy now pay later (BNPL) platforms are one example of this.

With a CPC budget commitment, Bombas is prioritized within product showcases, sponsored in search results and even conquests competitive brand searches in the Afterpay app.

Connexity is the preferred marketing partner for Afterpay and other leading BNPL platforms. Our product feed and data technology integrations enable Afterpay to develop new and often exclusive in-app shopping experiences, where CPC-driven budget optimization helps our retailers expand their share-of-voice in this growing market.

The Results

The partnership between Bombas and Connexity produced impressive outcomes, including:

+50%

New Customer Rate

2X

Increase in ROAS

By managing exposure and applying dynamic pricing at the individual placement level, Connexity ensured budget was optimized for new customer conversions at optimal rates.

 

“We partnered with Connexity for incremental product exposure to drive new customer acquisition, an important KPI for Bombas. Proactive performance and shopper traffic management from Connexity has resulted in more than half of campaign transactions now coming from new customers and a 2x increase in ROAS.”
– Colleen Powers, Affiliate Marketing Manager, Bombas