The Indonesian fashion brand ran a campaign of video ads optimized for Instagram Direct to reach and converse with potential new customers during the busy Ramadan shopping season, and saw a 1.9X higher incremental basket size.
A leading menswear brand in Indonesia, Erigo offers on-trend casual clothing and accessories. Established in 2012, the fashion brand began focusing on ecommerce during the coronavirus (COVID-19) pandemic by partnering with popular shopping platform Shopee and running digital ad campaigns.
higher incremental basket size from customers who clicked to Instagram Direct
lift in brand awareness
people assisted in six weeks
The fashion brand wanted to reach new potential customers by offering a high-quality and personalized online shopping experience via Instagram during Ramadan.
Erigo ran a campaign of video ads using the click to Instagram Direct objective that encouraged people to chat with a “virtual stylist.” The fashion brand partnered with several local celebrities for the video, which promoted the brand and educated people on how to launch a direct message conversation.
When people clicked on the ad, an Instagram Direct conversation opened automatically. From there, they could chat with an Erigo stylist in real time and receive recommendations that suited their personal aesthetic and lifestyle. At the end of the conversation, the stylist sent a link to Erigo’s ecommerce page on Shopee along with a discount code, encouraging them to make a purchase.
The menswear brand’s Ramadan campaign ran for seven weeks in April and May 2021 and was targeted to Gen Z and Millennial men living in Indonesia who had never engaged with Erigo on Instagram before.
The Instagram Direct campaign enabled Erigo reach an untapped audience of potential customers and extend a personal touch that helped the fashion company build relationships and encourage purchase consideration. At the end of the successful campaign, Erigo conducted a brand lift study and saw the following results:
- 1.9X higher incremental basket size from customers who clicked to Instagram Direct, compared to those who didn’t within the same period of time
- 3.5-point lift in brand awareness
- 8,700 people assisted in six weeks