The UK-based organic frozen food company Batch Organics ran a series of slideshow ads in Instagram Stories that successfully increased click-through rates, at a reduced cost.
Batch Organics delivers chef-designed and nutritionist-verified smoothies and breakfast bowls across the UK. Flash-frozen, organic and made with whole ingredients, Batch Organics’ goal is to make breakfast healthy, quick and delicious.
higher click-through rate
lower cost per purchase (compared to average cost per purchase)
lower cost per click
The organic food company wanted to find the ad creative that would best appeal to its audience and spark interest and sales, at a lower cost.
Over a three-week period, Batch Organics ran a series of ads in Instagram Stories. Together with its agency TRGT, the company created a series of vertical slideshows, each showing its frozen products up front and ending with a special Instagram-only discount. The company started out with simple ads, and as it learned which imagery resonated best, it went on to create more complex slideshows.
The ads ran exclusively in the UK and were targeted to a wide audience of 25- to 54-year-olds. Batch Organics intentionally kept the targeting broad to find the most relevant customers within the audience. Then, over the course of the campaign, it identified the best-performing creative and refined its targeting to reach the audiences who responded best to its ads.
At the end of the three weeks, Batch Organics saw that Instagram Stories not only helped it run more cost-effective ads, but also drove business results. Its campaign resulted in a 23% higher click-through rate, a 28% lower cost per purchase and a 32% lower cost per click.