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A Worldwide Marquee First with Michael Kors

Success story

December 8, 2015

A Worldwide Marquee First with Michael Kors

BY: Instagram Business Team

San Francisco, CA

In September, fashion powerhouse Michael Kors took to Instagram to increase awareness of their shoe line and promote their Jet Set Six Line—six pairs of shoes that fit every jet setter’s wardrobe. As the first advertiser on Instagram back in November 2013, Michael Kors did it again—owning the moment with the first Marquee ads to run as part of a larger multi-national campaign.

We’ve always been early adopters of digital innovation. We were the first brand to partner with Instagram on the launch of Instagram Ads and we’re proud to be the first to launch a Marquee campaign in the UK and France.
Lisa Pomerantz, SVP of Global Communications and Marketing (@michaelkors)

In addition to running their Marquee in these two key markets, they also ran the ads in the US and Canada.

For their Marquee campaign, they ran three videos each starring model Lily Aldridge out and about in Paris wearing their shoes.

Our new Jet Set 6 imagery featuring Lily Aldridge in Paris is perfectly suited for the Instagram experience because it combines a dynamic and gorgeouscommunity member, beautiful locations and great shoes — themes that always do well on the platform.
Lisa Pomerantz, SVP of Global Communications and Marketing, Michael Kors

Using this high-impact, mass awareness campaign with multiple creative, Michael Kors increased broad awareness and ad recall in all four countries. Following the campaign, Kors saw a 22-point lift in ad recall in the US, a 24-point lift in the UK, a 25-point lift in France and a 30-point lift in ad recall in Canada. The campaign also created a lift in top of mind awareness in all four countries, with a 6-point lift in Canada—a notable number for this emerging market.

Following the success of their blast Marquee campaign, the fashion brand harnessed the power of Instagram and Facebook together to increase visits to their website. After their Marquee ended, Kors quickly created a custom audience of the hundreds of thousands of people who saw their Marquee Ad on Instagram. They then seamlessly remarketed to that mass audience in a targeted follow up campaign on Facebook.

After their Facebook and Instagram campaigns ended, prospective customers increased drastically, with 200K people visiting their site over 30 days. Of those visitors, Kors saw a 2.6X increase to their Jet Set and shoe product pages—the key focuses of its Instagram Marquee and Facebook campaign.

BY: Instagram Business Team

San Francisco, CA