When the technology brand tested different content in Instagram feed, it found that running branded content ads from an influencer on the ASUS handle lowered the cost of purchase intent by 426X.
Headquartered in Taipei, ASUS produces a full portfolio of products, including desktop and laptop computers, smartphones, motherboards, multimedia products and wearables. The technology and electronics brand has won numerous accolades, and is one of the world’s largest PC vendors.
lower cost of purchase intent for branded content ads from influencer (ASUS handle)
lift in ad recall for branded content ads from ASUS (ASUS handle)
lift in favorability for branded content ads from influencer (influencer’s handle)
higher favorability for branded content ads from influencer (influencer’s handle)
ASUS wanted to refine its influencer marketing strategy and better understand how it could achieve different marketing objectives through a robust mix of ASUS-branded and influencer-generated content.
Because ASUS collaborates frequently with influencers, the brand continuously refines its influencer marketing strategy for better results. For this campaign, it wanted to learn how ASUS-owned content would work best in tandem with influencer content to deliver different campaign outcomes. So, the brand conducted a split test to find out.
ASUS partnered with popular Instagram content creator Stéphane Couchoud to create a sleek, stylish video ad to promote the new ASUS ZenBook Pro Duo. Stéphane Couchoud and ASUS each posted the ad to their Instagram accounts. Then, ASUS created its own video ad featuring detailed product information, which it posted only on its handle.
The campaign ran in Instagram feed and targeted ads to people in France, aged 18–45, who were interested in relevant topics.
Comparing outcomes, the technology brand found that ASUS-branded content ads were more effective for “upper-funnel” objectives including awareness and ad recall. Meanwhile, influencer content performed better for middle- and lower-funnel objectives, such as favorability and purchase intent. A brand lift study revealed that the campaign, which ran from August 10–September 7, 2020, achieved:
426X lower cost of purchase intent for branded content ads with influencer content, posted on the ASUS handle
5.3-point lift in ad recall for branded content ads with ASUS content, posted on the ASUS handle
3.9-point lift in favorability for branded content ads with influencer content, posted on the influencer’s handle
2X higher favorability for branded content ads with influencer content, posted on the influencer’s handle (compared to ASUS content on the ASUS handle)