Ads in Instagram Stories gave this British footwear brand a spring in its step, helping its Black Friday and Cyber Monday campaigns achieve 4.6X more sales compared to the previous year.
London-based luxury shoemaker Dear Frances has exploded in popularity since its launch in 2014 and now counts Selena Gomez, Kendall Jenner and Sienna Miller among its fans. Rejecting a fast-fashion approach, the brand aims to offer beautifully crafted products in a socially conscious way.
return on ad spend
return on ad spend from ads shown to people who had already demonstrated engagement
increase in sales, compared to same period the previous year
Dear Frances had successfully used Facebook and Instagram in the past to grow and engage its audience. It wanted to drive sales during its Black Friday and Cyber Monday promotions, while maximizing its return on ad spend.
With their immersive, full-screen format, ads in Instagram Stories were the ideal way to showcase the products. Working with its agency, Imagination Growth Marketing, Dear Frances selected beautiful closeup images of its bestselling lines with text highlighting the offers. Each ad contained a clear call to action and urged customers not to miss out on the savings.
By creating a number of different ad sets, Dear Frances was able to reach customers with appropriate ad creative at various stages of the buyer journey, from awareness to retargeting and conversion. By tracking ad set performance, it could then optimize the campaign and increase spend on key days. The company honed its targeting by using Custom Audiences based on customer lists and website activity.
The campaign, which ran globally for eight days in November 2018, contributed to an incredible increase in sales compared to the same period the previous year. The retargeted ads in Stories phase was also particularly successful. Results include:
3.4X return on ad spend
8.6X return on ad spend from ads shown to people who had already demonstrated engagement
4.6X increase in sales compared to the same period the previous year