GLAMI

To launch its winter campaign in Romania, fashion search engine GLAMI reached a younger demographic with Instagram video ads and ads in Stories, resulting in a 17% lower cost per conversion.

THE STORY
Dress to impress for less

GLAMI is a search engine that makes finding the latest fashions as enjoyable as wearing them. In 14 countries, GLAMI showcases millions of products from thousands of e-retailers in one place, connecting shoppers with the brands and styles they love—at great prices.

17%

lower cost per incremental conversion than average

61%

increase in reach among women aged 18–24 with ads in Instagram Stories

13%

increased conversion rate among those exposed to ads in Instagram Stories

36%

of all incremental conversions came from target group

Testing ads in Instagram Stories helped GLAMI to reach a younger audience in Romania—and at a lower cost per conversion than ever before. We will continue with this approach in other countries to ensure we get the best results.
SANDRA WAGNER, SOCIAL ADVERTISING MANAGER, GLAMI
THE GOAL
New shoppers for new season

To launch its winter campaign in Romania, fashion search engine GLAMI wanted to increase sales by reaching out to new, younger audiences.

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THE SOLUTION
Going large in the perfect medium

GLAMI wanted to see whether Instagram video ads in feed and ads in Instagram Stories might help it reach a younger audience interested in winter fashion, and help convert them into shoppers.

Working in partnership with The Source, a Facebook Marketing Partner, GLAMI created engaging, immersive video ads customized for Instagram Stories, and used Facebook’s interest-based targeting to help identify the right audiences. The ads were created by The Source as part of the MobileWorks Express program, whereby Facebook paid for all the production.

Between December 7–23, 2018, the campaign successfully reached GLAMI’s target youth audience, resulting in:

  • 17% lower cost per incremental conversion than average

  • 61% increase in reach among women aged 18–24 with ads in Instagram Stories

  • 13% increased conversion rate among those exposed to ads in Instagram Stories

  • 36% of all incremental conversions came from target group