AISE

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:

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: