When Framebridge compared running ads in Instagram Stories with running ads in Facebook News Feed and Instagram feed, it discovered that ads in Stories drove 2.4X more purchases than the other ad placements.
Framebridge’s mission is to help people tell their stories by framing the things they love, and to make the custom framing experience affordable and hassle-free. Its expert framers and designers build each frame in its state-of-the art production facility in Kentucky, US.
more purchases with ads in Stories compared to feed
lower cost per acquisition with ads in Stories compared to feed
of prospecting purchases were attributable to ads in Instagram Stories
Framebridge wanted to increase product sales leading up to the Father’s Day holiday in the US.
Framebridge times its promotional campaigns to align with upcoming holidays, because framed personal photos and art can make great gifts for family and friends. For this Father’s Day campaign, Framebridge first participated in a half-day deep-dive creative session with its Facebook account team to discuss its digital advertising goals. After the session, Framebridge began building mobile-first ad creative, as well as testing ads in Instagram Stories—an ad format it had never tried before.
Next, Framebridge held a photo shoot to create a variety of stylized product shots, and used select photos from that shoot for this campaign. It then built photo ads to run in Instagram feed and Facebook News Feed, as well as a 3-panel carousel of photo ads to run in Instagram Stories, and then compared the performance of each placement.
The creative for the full-screen vertical ads in Stories featured photographs of dads with their kids, displayed in stylish picture frames in various colors and styles. The ad text overlay asked, “What do you give the man who doesn’t want anything? True custom framing to make Father’s Day truly special.” Each ad had a “Shop Now” call-to-action button that linked through to the company website for purchase.
Framebridge served the ads to US men and women aged 18–65, and to those with an interest in home décor and gifts, as well as to a lookalike audience based on the characteristics of the company’s best-performing online customers.
The results of Framebridge’s ad campaign, which ran from May 30–June 17, 2018 were based on reporting data from Facebook Ads Manager, which revealed that ads in Instagram Stories drove:
2.4X more purchases from ads in Stories compared to feed
29% lower cost per acquisition from ads in Stories compared to feed
71% of prospecting purchases were attributable to ads in Stories