When Fresh promoted its Black Friday/Cyber Monday sale on Instagram, it found that using ads with product tags resulted in over 8X the number of content views per link click compared to the brand’s other ad units across Facebook and Instagram during the same time period.
Founded in 1991 by Lev Glazman and Alina Roytberg, Fresh began as a small neighborhood shop in Boston and has evolved into a full lifestyle line of skincare, bodycare and fragrances sold all over the world.
of sales on Instagram and Facebook came from tagged content on Instagram
more content views per link click came from ads with product tags, compared to other ad units across Facebook and Instagram
Fresh wanted to increase online holiday sales by making its sitewide Black Friday/Cyber Monday discount available across its entire product catalog on Instagram Checkout, and promote the discount on Instagram with an ad with product tags.
Product tags to make shopping easy
Fresh uses its shop on Instagram to help people discover and purchase its products online. During the 2021 Black Friday/Cyber Monday holiday weekend, Fresh offered a limited time, sitewide offer (25% off discount) on its website Fresh.com. To drive sales on Instagram, the brand mirrored the offer across its entire Instagram product catalog.
The team used a variety of rich creative formats to build posts promoting its holiday sales event. Over the weekend, the team posted multiple photos and videos. Two videos used the Reels format, which allows for music, audio, augmented reality effects, text overlays and other effects to be added to videos on Instagram. Fresh also posted photos that included product tags, which allowed viewers to click to learn more about specific items in the brand’s shop on Instagram and to check out without leaving the platform. Each post clearly announced the 25% off discount. Some offered a View Shop button directing shoppers to the brand’s shop on Instagram.
The team used Ads Manager to promote one of its in-feed photos as an ad. To reach audiences on Instagram who were likely to be interested in the sale, this combined ad set used a mix of beauty interest targeting, along with lookalike audiences of people who had previously visited its website or Instagram Shop. The post featured a message that stated, “Black Friday is here! 25% off everything! Right here on Instagram, even gift sets!” The team tagged five different products in the post.
The team gained insight into the value of creating easy-to-shop Instagram ads with the help of data from Commerce Manager and Ads Manager, which revealed that between November 25-29, 2021:
- 32% of sales from Instagram and Facebook sales were from tagged content on Instagram
- 8X more content views per link click came from ads with product tags, compared to other ad units across Facebook and Instagram
These results were provided by Fresh Beauty based on a campaign run in November 2021 and are not the results of a controlled study. Your results may vary.