Ulla Popken has always aimed to give their customers a voice with content showcasing the real people who wear their clothing, and what the clothes realistically look like on plus-size bodies.

They created brand assets that were as relevant as possible to their target audience and hypothesised that influencer-generated content would be more effective in their Performance Max campaigns. The Ulla Popken team collaborated with their Google Shopping Account Manager to conduct an A/B test, comparing the performance of influencer-generated assets against brand content.

They created Performance Max test campaigns with two asset groups: one including influencer-generated assets, and one including branded assets. Together with their Google Shopping Account Manager, the team measured the weekly performance of their most important KPIs.

After completing the Performance Max asset test, the team discovered that in the women’s plus-size clothing category, influencer-generated content yielded particularly strong results. Overall, influencer-generated content seemed more appealing to Ulla Popken’s female target group, producing a 10.3% uplift in click-through rates. The assets in this group also showed a 22% higher conversion rate than the one with brand creatives.

Ulla Popken plans to integrate more influencer-generated content in their Performance Max campaigns, alongside branded creative assets. They’ll continue to focus on including the right number of images, videos, and text in each asset group, and providing assets that are highly relevant to their target audience through content generated by users and influencers.