Case Study

Johnny Was achieves 3X media efficiency by testing the incrementality of Google PMAX

The Brand:

Johnny Was, a women’s lifestyle brand based in California, designs clothes that “cross cultures and defy trends.” For more than 30 years, the company has created unique BoHo chic products that are instantly recognizable for their signature embroideries, effortless silhouettes, and luxe fabrications.

The Challenge:

Known across the industry for its innovative and cutting-edge approach to advertising, Johnny Was was no stranger to Google. The team had successfully used Google’s traditional shopping platform for years.

When Google introduced AI-driven ad products, like Smart Shopping and PMAX, Johnny Was was intrigued. The automated aggregation and optimization of channels through PMAX seemed more efficient than buying across individual channels, but it was also a particularly black box that offered little insight into where their spend went, what was performing, and how well. The team wanted to take advantage of the latest offerings – but not without making sure that they worked.