ASHLEY HOMESTORE

The US furniture retailer ran a campaign using the collection ad format on Instagram to increase website conversions, resulting in a 30% lift in website product views.

THE STORY
Number one furniture retailer in the US

Ashley HomeStore is committed to being a trusted partner and style leader for the home. This commitment has made Ashley HomeStore the number one furniture retailer in the US and one of the world’s best-selling furniture store brands, with more than 850 locations in 45 countries.

30%

lift in website product views

9.7%

lift in people adding items to their online cart

46%

lower cost per incremental website product view1

2.2 million

people reached

We paired our top-performing user-generated content with Instagram’s new collection ad format. The collection ad format increased inspiration and exploration by showcasing multiple products. This allowed us to move people down the funnel, which resulted in measurably incremental product views and cart additions. We’ll continue to use this ad format in our evergreen mid-funnel strategy to increase website visits and conversions.
MATT VOGELE, DIRECTOR OF SOCIAL MEDIA AND CONTENT, ASHLEY HOMESTORE
THE GOAL
Compare ad format outcomes

Ashley HomeStore wanted to compare the difference in incremental value from running 2 different ad formats on Instagram to see which was better at increasing product consideration and boosting website product views and items added to the cart.

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THE SOLUTION
A new ad format to inspire

Ashley HomeStore offers home goods for every room in the house, which are available both in-store and on its website. To drive more traffic to its website and increase purchase consideration, the company wanted to try advertising on Instagram—a platform it hadn’t yet deeply explored. It also wanted to test different ad formats, including the collection ad format. The brand was attracted to this Instagram format because it can showcase numerous lifestyle products, which makes it easier for people to discover, browse and purchase products from their mobile devices.

The ad creative featured attractive photos that were designed to inspire, taken by people who had purchased furniture from Ashley HomeStore. The creative opened with a main image of a tastefully furnished living room, with 3 cards underneath displaying various furniture pieces and lifestyle images. A “Learn More” call-to-action button clicked through to an in-app, full-screen Canvas that revealed additional furniture and décor in a grid—including sofas, end tables, coffee tables, lamps, rugs, and more—along with prices for each.

To see more items, people could click a “Shop More Styles” button, which displayed the next grid in Canvas for further browsing. To discover more about a particular item or purchase it, shoppers could simply click on the product photo to be taken directly to the product page on the Ashley HomeStore website.

Ashley HomeStore showed the ads to US adults aged 18–65, as well as to lookalike audiences based on the characteristics of people who have already purchased items offline and online, and from the company website. The results of this April 1–30, 2018 campaign—which compared the performance of the collection ad format on Instagram against another digital ad format—were determined using a Facebook conversion lift study, which revealed:

  • 30% incremental lift in website product views

  • 9.7% incremental lift in people adding items to their online cart

  • 46% lower cost per incremental website product view (compared to another digital ad format)

  • 2.2 million people reached