The frozen food company significantly raised awareness of its roast dinner range and reached nearly half a million additional people by adding Instagram Stories to its ad campaign.
Aunt Bessie’s is a frozen food company based in the UK. It offers a range of products that complement a roast dinner, from Yorkshire puddings to roast potatoes. Aunt Bessie’s goal is to help families enjoy meals together without the hassle of cooking from scratch.
lift in ad recall by adding Stories
decrease in cost per person who recalled the ad
additional people reached by Stories
increase in people reached by Stories
Aunt Bessie’s hoped to raise awareness about its key message—that it helps families enjoy quick and delicious roast dinners—while boosting campaign efficiency and reducing costs.
Aunt Bessie’s wanted to drive brand awareness in the most efficient way possible. It decided to conduct a brand lift study that compared the effectiveness of using ads in Instagram Stories and feed rather than ads in feed alone.
Working with its creative agency, Aunt Bessie’s developed a series of videos around the idea of families coming together to enjoy roast dinners. The brand optimized the video for mobile and to fit various placements, and ensured that they would still work well when viewed with the sound off. Aunt Bessie’s used the reach and frequency buying tool to control how many times people saw the videos per week.
The campaign was targeted to men and women in their 30s who were primarily shoppers with children in the household, and who had an interest in family, motherhood or parenting. The campaign also used automatic placements to deliver ads across Instagram and Facebook in the most cost-effective way.
Aunt Bessie’s campaign was highly successful during the crucial Christmas season, achieving the following between November–December 2018:
7.8-point lift in ad recall by adding Stories
39% decrease in cost per person who recalled the ad
460,000 additional people reached by Stories
6.6% more people reached with Stories