AZADEA

Azadea boosted ad recall for its new online marketplace by 9.7% in the United Arab Emirates with the help of Instagram Reels ads.

THE STORY
A lifestyle gateway

The Azadea Group owns and operates more than 40 leading international retail franchises across the Middle East and Africa that feature fashion, home furnishings, multimedia, beauty and cosmetics, and more. Its online marketplace brings its main brands together on one ecommerce platform.

9.7%

increase in ad recall

2.4%

increase in top-of-mind awareness

3.1%

increase in purchase intent

With this test we were able to explore the performance of new ad formats like Reels ads, and were able to clearly attribute our success to the Instagram platform, helping drive three key objectives—upper-funnel branding, top-of-mind awareness and incremental revenue.
SHAHEER USMANI, HEAD OF ECOMMERCE MARKETING AND ANALYTICS, AZADEA GROUP
THE GOAL
Raising brand awareness

Azadea wanted to establish whether adding Reels ads to its existing Instagram and Facebook campaigns might help it raise awareness for its new ecommerce marketplace, and encourage shoppers in the UAE to buy their summer essentials online at the Azadea website.

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THE SOLUTION
Reels ads on Instagram

Azadea worked with its media agency Forward PMX to create a standalone campaign for Instagram Reels ads that ran in combination with Stories placement. Reels ads are full-screen and vertical (similar to ads in Stories) and appear in between individual Reels. As with regular Reels content, these ads loop and can be up to 30 seconds long. People can comment on, like, view, save and share Reels ads.

Designed with the help of Facebook Creative Shop, the Reels ads mimicked an organic user-generated style so as not to disrupt people’s viewing experience. The short ads featured a selection of casually dressed influencers moving toward the camera while wearing a fast-changing variety of clothes. The names of the fashion brands flickered across the foot of the screen while the azadea.com branding stayed constant at the top, to help convey the message that all of these brands can be purchased at one place.

The campaign ran for two weeks in July 2021 in the United Arab Emirates, and exceeded all expectations, achieving:

  • 9.7% increase in ad recall

  • 2.4% increase in top-of-mind awareness

  • 3.1% rise in purchase intent