Boys Lie is a streetwear brand inspired by turning your pain into confidence. It’s known for its oversized hoodies, aesthetic graphics, and breakup-inspired messaging, and has built a loyal following of young women. When it comes to running paid social media ads, targeting the right audience is everything.

Who’s Wearing Boys Lie?

Boys Lie’s core customers are Gen Z and Millennial women, typically between 16 and 30 years old. They’re active on Instagram, TikTok, and Pinterest, keeping up with influencers and the latest fashion trends. Many of them love streetwear and comfy-chic styles, and care about aesthetics. 

These shoppers often live in major cities or trendy suburban areas where fashion is a big part of their identity. They follow influencers like Alix Earle and Emma Chamberlain and engage with pop culture content, whether it’s reality TV or self-care routines.

Why Segmentation Matters

Instead of running broad, one-size-fits-all ads, Boys Lie can get strategic by segmenting its audience based on demographics, interests, and online behavior. This ensures their ads reach people who are most likely to buy. 

First-time visitors might see an ad featuring their bestsellers. Repeat customers could get exclusive deals or early access to new drops. People who added to cart but didn’t buy might get a reminder ad with a discount code. This kind of segmentation helps Boys Lie connect with the right people at the right time, increasing the chances of turning a casual browser into a paying customer.

How Custom Audiences Engage Shoppers

Custom Audiences allow Boys Lie to retarget people who’ve already interacted with the brand. Website visitors can be targeted with ads reminding them of what they left behind. Past purchasers who previously bought a hoodie might get ads for the matching sweatpants (this exact scenario happened to me recently and I ended up buying the matching sweatpants). Social media engagers who liked or commented on a post can be shown an ad featuring similar products. 

Since Custom Audiences focus on people already familiar with the brand, they help boost conversions. Someone who has shown interest before is way more likely to make a purchase than a random person scrolling their feed.

Finding Similar Audiences

Once Boys Lie has built a strong Custom Audience, they can take it a step further with Lookalike Audiences. This lets them reach people who share similar characteristics with their best customers.

For example, if their best customers tend to be 22-year-old women in LA who follow streetwear brands, a Lookalike Audience will find more people with those same traits. Since these potential shoppers have similar behaviors and interests, they’re more likely to convert.

Success: Boys Lie x Pop Up Bagels Collaboration

A great example of segmentation done right is the Boys Lie x Pop Up Bagels collection. Boys Lie announced the “Schmear” campaign in partnership with Pop Up Bagels for Valentine’s Day, encouraging fans to sign up for more details.

The collaboration featured limited-edition items like the Pop Up Bagels x Boys Lie Racer Hoodie and Trucker Hat, which were promoted across Boys Lie’s official website and social media channels. Additionally, Pop Up Bagels shared details about a collaborative bagel brunch event, engaging their community.

The partnership worked so well because both brands attract a similar audience—young, trendy consumers who appreciate exclusivity and aesthetic experiences. Pop Up Bagels has cultivated a cult-like following by positioning itself as the “bagel experience” rather than just another bagel shop, just like how Boys Lie creates a sense of community through fashion.

By leveraging Custom Audiences, Boys Lie targeted existing customers who had previously shown interest in their apparel, while also using Lookalike Audiences to reach bagel lovers and food culture enthusiasts. 

The campaign’s exclusivity, paired with influencer partnerships and viral social media content, led to high engagement, strong conversion rates, and sold-out pros. This collaboration proved how segmentation can turn a brand partnership into a success by reaching the right people at the right time.

Final Thoughts

By focusing on Custom Audiences for retargeting and Lookalike Audiences for expansion, Boys Lie can make sure their ads are seen by the people most likely to love (and buy) their clothes. By retargeting past shoppers, reaching new fans, or exclusive drops, audience segmentation and keeping up with what’s hot is the key to successful social media campaigns.