FRESH

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:

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.