DII SUPPLEMENTS

When this supplement brand incorporated ads that click to Instagram Direct into its business-as-usual Messenger campaign strategy, it saw 23% higher incremental reach and that more people were motivated to start conversations with the brand.

THE STORY
Supplementing women’s health

Founded as a health and wellness spa over 20 years ago, Dii Supplements expanded into providing health supplements in 2017 and is now a leader in this area. Its products are found in physical retail shops as well as major ecommerce marketplaces in Southeast Asia.

23%

higher incremental reach from campaign with ads that click to Instagram Direct plus ads that click to Messenger

22%

more attributed conversations from ads that click to Instagram Direct plus ads that click to Messenger

5%

lower cost per result from ads that click to Instagram Direct plus ads that click to Messenger

When we tested the performance of ads on Instagram, we discovered that the platform enables us to reach and engage with our target audience, which translates into incremental growth for our business. The results of this experiment prove that multiple apps can provide increased campaign performance and we are looking forward to continuing to test multiple destinations within the same ad.
KHAVINVATCHR LERTASAVAWEKHIN, CEO, DII SUPPLEMENTS COMPANY LIMITED
THE GOAL
Connecting with more customers

The supplement brand hoped to reach more people, educate them about its products and ultimately earn more sales.

Something Went Wrong
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THE SOLUTION

Encouraging conversations on Instagram Direct

To learn more about ad performance on Instagram, the Dii Supplements team ran two campaigns of video ads across Meta technologies, both focused on the company’s Dii No 6 Venus product. To compare the performance, the team conducted an A/B test.

The first campaign included Dii Supplements’ usual video ads that click to Messenger and used Advantage+ placements (formerly called automatic placements) to deliver the ads across Meta technologies. The second campaign dedicated 70% of its budget to the usual ads that click to Messenger and 30% to new video ads that click to Instagram Direct, which ran only on Instagram. The ads encouraged people to start a conversation with the brand in either Messenger or Instagram Direct, where they could speak with a specialist and learn more about the company’s products.

The video creative for both campaigns explained how the No 6 Venus supplement works, its benefits and why women should consider adding it to their self-care routine. Both campaigns delivered ads to women in Thailand aged 28–35, who showed interest in family planning.

The A/B test on the two-week campaign showed that the cell with ads that click to Instagram Direct reached and engaged more people for a lower cost per result. The results included:

  • 23% higher incremental reach from the campaign with ads that click to Instagram Direct plus ads that click to Messenger, compared to ads that click to Messenger alone
  • 22% more attributed conversations from ads that click to Instagram Direct plus ads that click to Messenger, compared to ads that click to Messenger alone
  • 5% lower cost per result from ads that click to Instagram Direct plus ads that click to Messenger, compared to ads that click to Messenger alone
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