On That Ass Achieves Astounding -45% CPA Decrease
Submitted by The Cirqle

On That Ass Creator Partnership Ads

Influencer Marketing

The Cirqle ran creator partnership ads for underwear brand On That Ass through its software, and the agency reports a -45% decrease in CPA alongside +56% sales.

-45%CPA
+56%Sales Increase
-16%Cost per Brand Lift

About the campaign

On That Ass ran partnership ads with creators through The Cirqle and recorded a -45% decrease in CPA. The brand is a fashion label selling underwear with bold designs that combine style and comfort. Its stated goal was higher ROAS to fuel its growth, and the client is listed in the Netherlands.

The agency's software sourced creators whose audiences aligned with the brand's target market. The work produced 24+ creative assets, which ran as partnership ads for the brand. Campaign management and optimization tools let the brand allocate resources and keep improving its RoAS.

The agency reports a -45% decrease in CPA and a +56% increase in sales. Cost per brand lift came in -16% lower. After the results, the brand said it was hiring an extra person to scale branded content campaigns across all its countries.

Case in 60 seconds

On That Ass, a fashion brand selling underwear with bold designs, set out to fuel its growth through higher ROAS, so its paid placements needed to reach people who matched its target market.

Shoppers extend more trust to a creator whose audience already resembles them than to a brand account, because an ad carrying that creator's name arrives inside a relationship the viewer chose.

The Cirqle built the work on partnership ads, pairing On That Ass with creators whose audiences aligned with its target market so that creator content could run as paid advertising for the brand.

Through The Cirqle's software, On That Ass sourced creators by audience fit, produced 24+ creative assets for partnership ads, and used campaign management and optimization tools to allocate resources and keep improving RoAS.

The Cirqle reports a -45% decrease in CPA and a +56% increase in sales, with a -16% lower cost per brand lift, while Head of Social Media Bob van Iersel described plans to scale branded content across all the brand's countries.

Strategy Breakdown

The brand's target market, reached through creators whose audiences aligned with it.
On That Ass presents its underwear as a way to embrace individuality and break societal norms, so creators with aligned audiences can carry that stance with more credibility than brand-voiced ads.
Partnership ads aim to build trust with the target audience, because people weigh content from a creator they follow differently from an advertisement placed by the brand itself.

Creative & Execution System

Partners

  • The Cirqle

Results & Evidence

MetricValue
CPA45% lower CPA
Sales Increase+56% sales
Cost per Brand Lift-16%
Creative Assets24+ creative assets

Why The Cirqle's strategy worked

  1. 1

    Selecting creators by how closely their audiences match the target market lets a partnership ad reach buyers who already resemble the brand's customers, which is how audience fit turns into a lower cost per acquisition.

  2. 2

    A run of 24+ creative assets gives optimization tools enough variants to compare, so spend can move toward the content that converts instead of resting on a single execution.

  3. 3

    When a client answers results by hiring someone to scale branded content across its countries, the next test of the model is repeatability in new markets, because one market's return does not prove the rest.

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