AZADEA

Azadea raised brand awareness by 9.9% with a live event on Instagram and a Messenger experience that mimicked the experience of having a private in-store stylist.

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THE STORY
Putting the “style” into lifestyle

The AZADEA Group owns and operates more than 40 leading international retail franchises across the Middle East and Africa that feature fashion, home furnishings, multimedia, beauty and cosmetics, and more. Its online marketplace brings its main brands together on one ecommerce platform.

9.9%

increase in brand awareness with Live activation added to business-as-usual ads

32%

increase in purchases with Live activation added to business-as-usual ads

2.49X

increase in “add to cart” actions with Live activation added to business-as-usual ads

Immaculate results came out of our first livestream and the feedback was indescribable. We found a new way to tap into an audience using a real-time approach. The livestream was a great way of keeping up with social media trends and also maintaining trust with our customers by creating a two-way dialogue. Being able to provide them all the information and tips they need helped grow assurance in our services and created a bridge between Azadea and our target audience.
HIBA ABDULRAHIM, SOCIAL MEDIA SPECIALIST, AZADEA
THE GOAL
Boosting brand awareness and sales

Azadea wanted to position itself as an innovative brand that appeals to young people and is comfortable with many styles and trends. It also wanted to drive online clothing sales in the UAE for specific styles.

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THE SOLUTION

Bringing fashion to life with Live

With guidance from Meta Creative Shop, Azadea created an immersive shopping experience on Instagram Live that mimicked a session with an in-store stylist. Instagram Live is a great way for companies to engage and communicate directly with their audience, using video in real time.

Azadea developed a narrative for Instagram Live that featured brand stylists and delivered a customized live shopping experience. Next, the brand partnered with Paloma, a Meta Business Partner and a solution expert in automated ecommerce messaging, to build on the Live experience by integrating a Messenger experience to drive sales through private, one-to-one direct messages. This Messenger experience was activated by commenting on the Instagram Live using one of three style hashtags: #casual #office or #street.

This messaging experience was activated by commenting on the Instagram Live using one of three style hashtags: #casual #office or #street. Paloma’s software would react to the hashtag and send a personal, summarized outfit style in a private one-to-one message, through Paloma’s integration with the Messenger API for Instagram.

Azadea ran ads on Instagram to promote the live event which took place on March 3, 2022, and results were measured with brand lift and conversion studies, that revealed:

  • 9.9% increase in brand awareness with Live activation added to business-as-usual ads
  • 32% increase in purchases with Live activation added to business-as-usual ads
  • 2.49X increase in “add to cart” actions with Live activation added to business-as-usual ads
  • 2.8X increase in “content view” actions with Live activation added to business-as-usual ads
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Instagram Live activations have been a significant sales driver in the industry, so we were eager to see the impact of integrating direct message conversations for the first shopping experience on Instagram Live in the region. Azadea’s results prove that consumers are more likely to interact—and purchase—from brands who embrace these channels, a trend that continues to unfold across Paloma’s brand partners.
JOYCE DE MELLO - DIRECTOR, CLIENT SOLUTIONS, PALOMA
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