MICHAEL KORS

Michael Kors ran carousel ads in Instagram Stories to boost awareness of its Michael Kors Access smartwatches among a wider audience, resulting in a 20% higher return on ad spend.

THE STORY
Global fashion powerhouse

Michael Kors is a world-renowned, award-winning designer of luxury accessories and ready-to-wear. His namesake company, established in 1981, currently produces a range of products including accessories, footwear, watches, wearable technology, jewelry, men’s and women’s ready-to-wear, eyewear and a full line of fragrance products.

20%

higher online return on ad spend (versus other ad formats)

8-point

lift in ad recall (versus other ad formats)

3X

higher click through rate (versus other ad formats)

60%

lower cost per click (versus other ad formats)

We’ve long considered Instagram a strong platform for brand building, although we were unsure how well Instagram Stories would perform in fueling sales. The results of beta testing the new carousel format for ads in Instagram Stories definitely exceeded our expectations. We intend to use this ad format again with future campaigns to boost our brand and our bottom line.
MICHAEL KORS MARKETING
THE GOAL
Boost product awareness

The fashion company wanted to reach more shoppers, boost awareness of its stylish Michael Kors Access smartwatches and increase sales.

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THE SOLUTION
Stylish new ads in Stories format

The luxury lifestyle brand wanted to design an innovative campaign to help its Michael Kors Access smartwatches shine. Because Michael Kors aspired to reach a wide tech- and social-savvy audience with its spirited campaign creative, SocialCode—a Facebook Marketing Partner—advised it to beta-test the new carousel format for ads in Instagram Stories.

The advantage of this thumb-stopping carousel ad format is that it provides plenty of space to show and tell the full brand story. Together, Michael Kors and SocialCode built a dynamic 3-card video carousel ad in Instagram Stories that followed a glamourous, on-the-go young woman while her Michael Kors Access smartwatch kept her on track—and in style—as day turned into night.

The swipeable full-screen cards highlighted how the Michael Kors Access smartwatch can be customized to fit every occasion, and the on-screen messaging highlighted the watch’s functionality. Each card of the carousel was clickable, featuring Shop Now call-to-action buttons that linked to the Michael Kors website where people could learn more or purchase.

Michael Kors served the ads to US women aged 18 and over, as well as to a lookalike audience based on the characteristics of its current customers. The results of this campaign—which ran from March 16–30, 2018—were determined using a mix of the advertiser’s own data plus a Facebook brand lift study, which revealed:

  • 20% higher online return on ad spend (versus other ad formats)

  • 8% higher offline return on ad spend (versus other ad formats)

  • 3X higher click through rate (versus other ad formats)

  • 60% lower cost per click (versus other ad formats)

  • 8-point lift in ad recall (versus other ad formats)

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