DASHIN SHOP

The South Korean health food brand discovered that targeting ads to lookalike audiences of both Instagram Shopping audiences and website visitors increased overall campaign performance.

THE STORY
Diet-friendly foods

Founded in 2016, DASHIN SHOP is a leading health food brand in South Korea. It specializes in products for diet management and aims to make healthy and enjoyable versions of all foods.

25%

lower cost per purchase from targeting both Instagram and website visitors compared to targeting website visitors only

38%

higher return on ad spend from targeting both Instagram and website visitors compared to targeting website visitors only

33%

higher purchase conversion rate (through landing page views) from targeting both Instagram and website visitors compared to targeting website visitors only

Testing targeting strategies on Instagram helped us learn the potential Instagram Shops has as a channel to reach potential new customers and help them discover DASHIN SHOP’s products. In addition, this experiment provided helpful insights regarding the actions people take on our website, which will help us expand our audience pool for better machine learning.
HONG-KI KANG, PERFORMANCE MARKETING MANAGER, DASHIN SHOP
THE GOAL
Connecting with potential new customers

To improve campaign performance without increasing its budget, DASHIN SHOP wanted to understand how best to reach an audience of potential new customers who would be more likely to make a purchase.

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THE SOLUTION

Fulfilling experiments

DASHIN SHOP wondered if reaching out to people who were actively using Instagram Shopping in South Korea would help it acquire more new customers. So it tested targeting options and ran a split test to see which strategies had the biggest impact on performance.

The team created two Custom Audiences to target the ads. The first consisted of people who had visited its Instagram Shop or Instagram profile in the previous 30 days, or engaged with its most recent campaign of Instagram video ads with product tags, a feature that allows brands to tag products that appear in posts and link to their product catalogs on Instagram. The second Custom Audience consisted of website visitors.

Then, DASHIN SHOP ran an A/B (split) test campaign targeted to two different audiences: a lookalike audience based on the first Custom Audience only, and a lookalike audience based on both the first and second Custom Audiences.

The test showed that the mixed targeting strategy performed best, and that the audience overlap between the two Custom Audiences was less than 1%. As a result, DASHIN SHOP found that using lookalike audience targeting for both website visitors and people engaging helped it find the people who are more likely to make a purchase. The split test provided the following insights about the performance of targeting both lookalike audiences:

  • 25% lower cost per purchase from targeting both Instagram and website visitors compared to targeting website visitors only
  • 38% higher return on ad spend from targeting both Instagram and website visitors compared to targeting website visitors only
  • 33% higher purchase conversion rate (through landing page views) from targeting both Instagram and website visitors compared to targeting website visitors only
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