BALR.

This high-end luxury lifestyle brand used short and snappy ads in Instagram Stories to boost awareness and sales over the busy Black Friday period, resulting in a 12.6X return on ad spend.

THE STORY
On the ball

Founded in 2013 by a mixture of entrepreneurs and professional footballers—including Juul Manders, Ralph de Geus and Demy de Zeeuw—the Netherlands-based BALR. is a high-end luxury brand inspired by the attitude, tastes and lifestyles of professional athletes.

12.6X

total return on ad spend

70

new markets reached

€0.12

cost per click/swipe to the BALR website

1.5 million

people reached in 5 days

Instagram Stories drive results among the different objectives we have and is an important part of our marketing mix.
THOMAS VAN MASTBERGEN, HEAD OF DIGITAL MARKETING, BALR.
THE GOAL
Highlighting products and brand profile

In service of their mission to share the “life of a BALR.” with as big an audience as possible, the growing brand wanted to focus on driving online sales and boosting awareness.

Something Went Wrong
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THE SOLUTION
The perfect story

After building a strong following of over one million people on Instagram, BALR. turned to its Facebook account manager and agency Hide and Seek to take its promotions to the next level. Encouraged by past successes on Instagram, the company ran a campaign using ads in Stories to drive sales and awareness during the busy Black Friday period.

BALR. created an eye-catching cinemagraph accompanied by prominent copy highlighting its Black Friday promotions and urging viewers to swipe up on the story to visit the website. Ads in Stories proved to be the perfect way to reach audiences—not only because the majority of their customers are active on Instagram, but because the ads themselves can feel more personal and immersive. The full-screen ad creative appeared in between the stories of friends and followers, helping to build a stronger, more immediate connection.

What’s more, by using Facebook's multi-country Lookalike Audiences, the brand was able to target its ads to audiences worldwide during a period of 5 days over Black Friday and Cyber Monday. As a result, BALR. reached more people at the right time and in the right place, and gained sales in over 70 new countries. Between November 22–28, the campaign also achieved:

  • 12.6X total return on ad spend (rising to 70X among core target group)

  • €0.12 cost per click/swipe to the BALR. website

  • 70 new markets reached

  • 1.5 million people reached in 5 days

BALR. wouldn’t be where it’s at today without Facebook and Instagram.
THOMAS VAN MASTBERGEN, HEAD OF DIGITAL MARKETING, BALR.