Optimizing Social Media for Retail Impact
How a global retailer built a framework to align social creative with funnel outcomes
For a global retailer with a constant presence on social media, the challenge wasn't producing content—it was understanding which social tactics work best for different objectives across the funnel. In this case study, Monet partnered with a public relations agency supporting a global retailer to develop a mobile-first, test-and-learn framework that connects creative choices to attention, emotional engagement, and brand action, moving beyond views and likes.
The challenge wasn't producing content—it was understanding which social video tactics work best at each stage of the consumer funnel and moving beyond vanity metrics to brand-relevant KPIs.
Primary Takeaway: The most effective social strategies vary by objective—trendy content drives attention, while product- and store-focused content drives consideration and action.
What This Case Study Covers
Social Creative Development for Retail
Which social video tactics work best at each stage of the consumer funnel? The study compared branded content, trendy social formats, product-focused UGC, and associate-led videos.
Funnel-Based Measurement Framework
Creative performance was evaluated across attention, engagement, and action, providing clarity on how different tactics influence consumer involvement.
Moment-by-Moment Creative Diagnostics
Granular measurement revealed where videos succeed or fail, enabling more precise creative optimization.
Our Approach
Mobile-Only, Biofeedback-Based Testing
All content was tested in a vertical, mobile-first environment, using biofeedback to capture attention, arousal, emotional engagement, and motivation toward brand action:
What We Pinpointed
Rolled out over six months
Diverse video types tested across social tactics
Learning objectives defined collaboratively with client
Patterns identified across creative types and funnel stages
Creative Comparisons
Attention – does it break through?
Engagement – does it build positive emotion?
Action – does it motivate brand behavior?
Monet Score – unified measure of full-funnel effectiveness
Key Insight
The strongest videos are those that balance attention and action, though few creatives excel at both.
What Improved Performance
Trendy social content captured strong attention and drove upper-funnel awareness
Branded & product-focused content built emotional connection and brand differentiation
Product-focused content increased willingness to shop
Associate & store-focused videos reinforced brand personality and drove motivation
Segment Learnings
Clear creative trade-offs emerged: trendy content performed best with younger audiences (18–24) for attention, while branded and product-focused content was more effective at lower-funnel consideration and action across all demographics.
Results Snapshot
Test Duration
Creative Types Tested
Funnel Stages Measured
Scoring Dimensions
What This Enables for Brands
Make creative decisions with confidence:
Match creative style to funnel stage
Optimize production for mobile-first environments
Move beyond vanity metrics to brand-relevant KPIs
Establish a scalable roadmap for ongoing social learning
Want to know which scenes are helping—or hurting—your ad performance?
Let's test your creative early and optimize it for the KPIs that matter. Download the full case study now.