Rent The Runway Case Study

By
Paul Johnson
In
February 5, 2020


 


Rent the Runway is a subscription fashion service that empowers women to rent unlimited designer styles for every occasion. Prior to Lumanu, Rent The Runway invested heavily in organic content created by hundreds of influencers, affiliates, and ambassadors. Using Lumanu, Rent The Runway gains advertiser access to those creators at scale, enabling them to leverage creator content, identities, and audiences in their acquisition marketing mix.


Rent The Runway uses Lumanu to turn organic influencer marketing into a scalable growth channel




Influencer + Paid Media = a new growth channel

  • Influencer creatives turn into ads across Instagram & Facebook placements
  • Ads deliver through influencer identities
  • Multiple variants of creative, copy, and CTAs are A/B tested to deliver optimal CPA
  • In addition to Facebook pixel attribution, all content drives to landing pages with UTM tags to support RTR’s custom attribution model



Lumanu enables hyper scale with no extra overhead

Content delivers at scale to net new and highly receptive audiences

  • Influencer content turned into hundreds of creative variants across placements 
  • Dozens of premium audiences built from influencer Instagram and Facebook page engagers and lookalikes
  • Influencer audiences are segmented by type (plus size, athleisure, maternity, ethnicity, etc . . .)
  • All targeting involved inclusion and exclusion audiences using Brand 1st party data and Facebook pixel

Retargeting built via influencer traffic improves overall effectiveness


Lumanu is trusted by influencers and managers to easily and securely share advertiser access



How Lumanu Works


Before Lumanu: Rent The Runway managed influencers across different partners

Content assets were stored in shared drives and required manual communication with performance marketing team for use in brand and influencer ads.

With Lumanu: Rent the Runway acquired and managed influencer permissions, content, and usage rights across internal and external partners

All influencer content, identities and audiences automatically flow into Rent The Runway Facebook ads manager for use by the performance marketing team.


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Paul Johnson is the Co-Founder and Head of Operations at Lumanu
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