In September, fashion powerhouse Michael Kors took to Instagram to increase awareness of its shoe line and promote its 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 adverts to run as part of a larger multi-national campaign.

In addition to running its Marquee in these two key markets, it also ran the adverts in the US and Canada.

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

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

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

After its Facebook and Instagram campaigns ended, prospective customers increased drastically, with 200,000 people visiting its site over 30 days. Of those visitors, Kors saw a 2.6-fold increase in visits to its Jet Set and shoe product pages – the key focuses of its Instagram Marquee and Facebook campaign.