CHAMELEON COLD-BREW

Chameleon Cold-Brew lifted brand awareness by 3.3X when running a video ad in Instagram Stories with an interactive polling sticker plus call-to-action copy, compared to running a standard video ad in Stories without the sticker.

THE STORY
Organic, ethically sourced coffee

Founded in 2010 in Austin, Texas, Chameleon Cold-Brew is USDA organic, expertly crafted and deeply committed to providing an exceptional coffee experience rooted in transparent, sustainable practices.

2.4X

higher ad recall with polling sticker

2.7X

higher brand favorability with polling sticker

2.9X

higher ad recall with polling sticker plus a call to action to visit the website

3.3X

higher brand awareness with polling sticker plus a call to action to visit the website

Through this campaign, we were able to utilize functions that are native to Instagram Stories, like polling stickers, and better engage with consumers to get them invested in the creative. Chameleon Cold-Brew consumers are very passionate about the brand and we were excited to give them an opportunity to voice their preference by interacting with the polling feature in Instagram Stories.
JESSIE VOGEL, ASSOCIATE BRAND MANAGER, CHAMELEON COLD-BREW
THE GOAL
Warming up awareness of cold brew

Chameleon Cold-Brew wanted to boost brand awareness, as well as test the Instagram polling sticker feature to understand the incremental value it could bring to its ad campaigns.

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THE SOLUTION
Testing interactive ad features

Chameleon Cold-Brew teamed with creative agency and Facebook Marketing Partner Tongal, who took Chameleon’s existing video ad assets and repurposed them for this new campaign. They produced three video ad iterations, all of which focused on Chameleon’s flagship Cold-Brew Coffee Concentrate product. Then they designed and ran a three-cell split test:

  • Cell 1 consisted of a standard video ad with no polling sticker. The ad creative prominently featured the Concentrate, and used animated overlay messaging that playfully asked: “Do you prefer your Chameleon Cold-Brew Coffee” and then cut to a split-screen showing two options: Vanilla Coffee and Black Coffee.

  • Cell 2 consisted of a video ad with an embedded polling sticker. The creative was the same as in Cell 1, but with the addition of an embedded interactive polling sticker under the split-screen, with voting buttons for Vanilla or Black. When the viewer clicked on their flavor choice, a pop-up showed the overall vote tallies.

  • Cell 3 consisted of a video ad with a polling sticker plus a call-to-action to visit Chameleon’s website. The creative was the same as in Cell 2, but in addition to the interactive polling sticker, it also included call-to-action messaging: “Decisions are hard. Swipe up to find a store near you!”

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Chameleon showed the ads to US adults aged 18–44, including those with an interest in coffee. It also used geo-targeting to reach people in designated market areas where Chameleon Cold-Brew is sold, including dozens of city metro areas across the country, from Portland, Oregon to Portland, Maine. The team delivered the ads in Instagram Stories, and compared the results of each cell to understand which creative iteration drove the strongest brand results.

Chameleon determined the results of its campaign using a Facebook brand lift study. The study revealed that the Cell 3 creative performed best, because the combined interactivity of the polling sticker plus the call to action invited viewers to engage with the ad in fun ways that truly resonated with Chameleon’s target audiences. The October 28‒November 10, 2019 campaign resulted in:

  • 2.4X higher ad recall with polling sticker (compared to ad with no sticker)

  • 2.7X higher brand favorability with polling sticker (compared to ad with no sticker)

  • 2.9X higher ad recall with polling sticker plus a call-to-action to visit the website (compared to ad with no sticker)

  • 3.3X higher brand awareness with polling sticker plus a call-to-action to visit the website (compared to ad with no sticker)