The luxury leather goods brand worked with Kobe, a Meta Business Partner, on an Instagram campaign of branded content ads with product tags, and earned a 1.2X lift in “view content” actions.
Founded in 1974, Bonia specializes in leather and non-leather bags, backpacks and other accessories for men and women. As a luxury brand with a global presence, the brand aims to deliver quality craftsmanship and contemporary design.
higher lift in “search” actions for branded content ads with tags
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higher lift in “add payment info” actions for branded content ads
The luxury brand, known for its popularity with older millennials, hoped to reach a younger audience and wanted to know if creating content with product tags would deliver a smoother shopping experience.
Fashioning a branded content campaign
Bonia teamed up with Kobe, a Meta Business Partner that specializes in helping brands identify creators that would be a good match for a campaign. After partnering with three creators that appeal to Gen Z, the brand worked with the well-known personalities on a campaign of branded content photo ads featuring product tags that highlighted Bonia’s signature Venice Monogram bag.
Product tags make it easy for people to tap on featured products to learn more about them and shop in the moment of discovery. Marked as Sponsored, the branded content ads featured the creators posing with Bonia’s Venice Monogram bag and encouraged people to Shop now by visiting Bonia’s website.
To determine the efficacy of the branded content ads, Bonia conducted a multi-cell conversion lift study that compared the brand’s usual campaign of photo ads without product tags, to the branded content ads with product tags. The brand showed all ads to a broad audience of 18- to 65-year-olds in Malaysia.
The conversion lift study for the two-week May–June 2022 campaign showed that the branded content ads provided significant lifts in conversion metrics, including:
- 1.1X higher lift in search events for branded content ads with product tags, compared to usual photo ads without tags
- 1.2X higher lift in “view content” actions for branded content ads with product tags, compared to usual photo ads without tags
- 1.1X higher lift in “add payment info” actions for branded content ads with product tags, compared to usual photo ads without tags