To foster better customer conversations and encourage people to buy its products, the Indian coffee brand ran a campaign of photo ads that click to Instagram Direct and earned a 16% lift in sales.

A warm cuppa

Based in Kolkata, India, Country Bean is a coffee brand that aims to provide customers with a café-like experience at home. Apart from flavored coffee, Country Bean also offers drinkware and other beverages, including hot chocolate.


lift in sales

With Meta’s new ads that click to Instagram Direct, we were able to improve conversion rates. Currently, we are focusing our efforts on building a more efficient digital assistant for future campaigns of ads that click to Instagram Direct.
Stimulating conversations

Country Bean hoped to boost online sales and customer engagement, as well as deliver a smooth online ordering experience.

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Automatically talking with potential customers

To encourage more customers to contact the brand and order its products, Country Bean ran a campaign of photo ads that click to Instagram Direct, marked as “Sponsored.”

The ads featured images of Country Bean’s products and had a “Send Message” button that opened an automated Instagram Direct Messenger conversation window when people clicked on it.

An Instagram-powered digital assistant facilitated quick responses and smooth conversations and made it easier for people to contact the Country Bean team at any time.

The coffee brand integrated the Instagram Messaging API’s quick replies feature, which allows people to converse by choosing from among a set of pre-defined queries about Country Bean’s products. If they wanted to purchase, customers could select products on the chat and their payment on Country Bean’s website via a link shared on the chat.

The ads ran across Instagram feed and Stories, where people could swipe up to send a message and access the Instagram Direct chat. To reach as many people as possible, Country Bean served its ads to people in India interested in coffee and other breakfast beverages.

A conversion lift study conducted on the September 21–October 11, 2021 campaign showed that the coffee brand earned the following results:

  • 16% lift in sales
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