GROVE COLLABORATIVE

When the cleaning products company Grove Collaborative tested ads in Instagram Stories against other ad placements, it found that they attracted new customers at a 25% lower cost per acquisition.

THE STORY
Clean and green

Grove Collaborative was started by three friends in San Francisco who wanted to make it easy to find healthier home and personal cleaning products. Grove meets verified standards for protecting and nourishing the health and sustainability of people, animals, communities and the planet.

37%

of all new customers came from ads in Instagram Stories

25%

lower cost per acquisition compared to all placements

2.1X

higher click-through rate than all other placements

Discovering how to use ads in Instagram Stories to support our acquisition needs has been paramount to sustain our rapid rate of growth. I can’t stress enough just how impactful it has been to our company’s growth, especially considering it wasn’t even part of our strategy a year ago.
JOSH GROTH, DIRECTOR OF GROWTH, GROVE COLLABORATIVE
THE GOAL
Making the most of Stories

Grove Collaborative has a philosophy of ongoing testing and continuous learning, so it wanted to discover how to get the best results from ads in Instagram Stories.

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THE SOLUTION
Hitting the right story arc

To try ads in Instagram Stories and experiment with different creative approaches, Grove Collaborative created a campaign aimed at reaching a broad audience of potential new customers.

The company created full-screen, vertical video ads in Stories for immersive mobile viewing. The videos were personal and casual, as if a customer were sharing a video of their own house that showed where Grove Collaborative products were placed. Viewers could Swipe Up from the ad and Learn More to go to the company’s online store.

Grove Collaborative also tested different strategies within ads in Instagram Stories. While every advertiser is different, the company found that for its audience, running a story with several photos or videos stitched together into a three-segment story outperformed single-segment stories.

Using Facebook’s automatic advanced matching feature, Grove Collaborative was able to match website sales to people who saw the ads in Stories. When automatic advanced matching is used, customer identifiers are anonymized on the website before they are sent to Facebook to help protect privacy. Results from its ads in Instagram Stories campaign, which ran from September 1–30, 2019, included:

  • 37% of all new customers came from ads in Instagram Stories

  • 25% lower cost per acquisition compared to all placements

  • 2.1X higher click-through rate than all other placements

It’s been surprising just how different our ads in Instagram Stories behave compared to Facebook’s traditional placements. Developing creative specific to the vertical format has given us the ability to truly capitalize on the great returns of the placement.
JOSH GROTH, DIRECTOR OF GROWTH, GROVE COLLABORATIVE