When FM Shoes ran a split test to see how much better ads designed specifically for Instagram Stories would perform, it found that they resulted in an 11% higher return on ad spend than ads adapted to fit this format.
FM Shoes is an online footwear retailer in Taiwan that carries a wide range of shoes catering to women from all walks of life. Since its establishment in 2006, FM Shoes has launched several of its own footwear collections, as well as a brick-and-mortar store.
higher return on ad spend from ads designed for Stories than from adapted ads
higher return on ad spend from ads with polling stickers than from adapted ads
higher click-through rate from ads with polling stickers than from adapted ads
To boost website traffic and return on ad spend, the women’s shoe retailer wanted to compare the effectiveness of ads designed for Stories with ads repurposed to fit the format. The brand also wanted to test various Stories features to understand the impact it could have on its ad campaign.
FM Shoes had consistent results by running its ads via automatic placement in Instagram Stories. To further improve website traffic and conversion rates for its ecommerce website, the brand participated in a workshop organized by Facebook Creative Shop. There, it created two sets of ads on Instagram Stories: those designed specifically for the format (“native”), and those retrofitted from existing ads.
With retrofitted ads, brands specially make creative in the 9:16 vertical format ratio, allowing them to use attractive full-screen, eye-catching visuals. Ads for Instagram Stories include features such as polls, stickers and ratings that are unique to Stories, and which encourage people to interact with the brand in a fun way. Having not worked with ads in Instagram Stories before the workshop, FM Shoes chose to experiment with the carousel, slider and polling formats.
Next, the brand set up a split test to find out whether ads in Instagram Stories would perform better than ads repurposed to fit the format. The brand targeted the ads to women in Taiwan aged 18–50, including those with an interest in shoes. After analyzing the campaign results, FM Shoes found that ads specifically designed for Stories engaged more customers and drove better business results.
Running from July 14-21, 2020, the campaign achieved:
11% higher return on ad spend from ads designed for Stories than from adapted ads
16% higher return on ad spend from ads with polling stickers than from adapted ads
4X higher click-through rate from ads with polling stickers than from adapted ads