BALTIC BORN

Baltic Born takes a test-and-learn approach to its ad campaigns on Instagram. For this campaign, the company wanted to test whether adding music to its usual video ads could help boost campaign performance.

Specifically, the team decided to test using Sound Collection—the royalty-free music library that Meta owns, which all advertisers can pull from to add music to their video ads at no cost. Baltic Born also wanted to compare the impact of using copyrighted licensed music in its video ads, which it must pay for.

So the brand ran a three-cell A/B test that compared:

All other campaign elements—such as ad creative, placements, target audience and budget—were the same across cells. The team delivered the ads to a broad audience of US women aged 18 and over in Stories and Reels on Instagram.

The clothing brand’s advertising agency, Slicedbread Agency, helped build the short-form video ads for the campaign, which showcased women wearing the brand’s dresses in a variety of prints, patterns, colors, styles and lengths. All ads included a Shop now button that linked to Baltic Born’s website. And because Baltic Born had already integrated Meta’s Conversions API business tool with its server, it could easily capture any conversion-related customer actions and seamlessly and securely pass that data from its server to Meta’s server, instead of through a browser.

Baltic Born determined the results of this July 6‒21, 2022 campaign using reporting data from a split test in Meta Ads Manager, which revealed: