AISE
When the South Korean underwear brand tested the sales impact of Instagram ads with product tags, it discovered that the tags encouraged people to make a purchase and lifted sales 17% higher than ads without tags.
Part of Hyundai Home Shopping retail platform, the underwear brand Aise aims to provide people with well-fitting undergarments that fit well and make them feel healthy and confident.
higher sales lift from ads with creative optimized for product tags, compared to standard creative for tags
higher return on ad spend from ads with creative optimized for product tags, compared to standard creative for tags
higher clickthrough rate from ads with creative optimized for product tags, compared to ads without product tags
average higher conversion rate from ads with product tags, compared to ads without product tags
Aise wanted to see whether a campaign featuring creative that highlights Instagram product tags would encourage more people to visit its Instagram Shop, peruse product pages and make a purchase.
THE SOLUTION
Testing product tag-optimized creative
The undergarment brand set up a multi-cell conversion lift study to verify the performance and impact of ads that encourage people to engage with product tags. It compared three Instagram campaigns using the conversions objective:
- ads without product tags
- ads with product tags
- ads with product tags and creative optimised for product tags
The Aise team worked with Meta and creative agency 1LITER Studio to develop the creative assets for all three campaigns, which featured different combinations of photo ads in the carousel format and video ads that highlighted the comfort and stretch of Aise’s products, showcased the range of sizes available and offered a discount.
The ads without product tags linked to a website. The ads with product tags clicked through to the product description page in Aise’s Instagram shop. The optimised creative called attention to the product tags by showing the models pointing to them, encouraging viewers to engage. A separate A/B test helped Aise learn which type of creative worked best.
The campaigns Aise tested used the same budget, automatic placements and targeting, a broad audience of people ages of 18–54 living in South Korea. By choosing automatic placements and broad targeting, the company hoped to lean on Meta’s machine-learning capabilities to show the ads to people most likely to be interested in Aise’s products.
After conducting the conversion lift study and split test, Aise discovered that including ads with product tags and using product tag-optimized creative in its campaigns significantly lifted engagement, sales and return on ad spend:
- 17% higher sales lift from ads with creative optimized for product tags, compared to standard creative for tags (conversion lift test)
- 20% higher return on ad spend from ads with creative optimized for product tags, compared to standard creative for tags (conversion lift test)
- 22% higher clickthrough rate from ads with creative optimized for product tags, compared to ads without product tags (split test)
- 30% average higher conversion rate from ads with product tags, compared to ads without product tags (split test)