GROWUS
The Korean haircare brand tested whether Instagram video ads with product tags could simplify the online customer journey from discovery to purchase, and saw 3X more purchases from website visits.
Eleven Corporation-owned GrowUs is a haircare brand that employs thalassotherapy—using water, minerals and organic ingredients from the sea—to balance the body naturally. GrowUs differentiates itself by emphasizing the regenerative benefits of its products, which are only available for purchase online.
more purchases per website visit from people who viewed video ads with product tags (compared to website visitors who did not view video ads with product tags)
increase in adds to cart from website visitors who shopped via video ads with product tags (compared to website visitors who did not view video ads with product tags)
more content views from website visitors who shopped via video ads with product tags (compared to website visitors who did not view video ads with product tags)
As an online-exclusive brand, GrowUs wanted to create a seamless online shopping experience that would encourage brand engagement and boost sales.
THE SOLUTION
Seamless online shopping
GrowUs worked with Instagram to build a campaign that tested whether its large library of video assets could not only capture the attention of potential customers but also encourage them to view content, add products to shopping carts and complete purchases on its website.
The haircare brand conducted an A/B test of video ads with product tags, a feature that allows brands to tag products that appear in posts and link directly to their product catalogs on Instagram. When GrowUs shoppers clicked on the tagged products, they arrived at a product detail page on Instagram where they could learn more about the item before moving to the GrowUs website to make a purchase. Additionally, customers could find information about the brand and browse more products by navigating to the GrowUs Instagram shop from the product details page.
By testing video ads with product tags, GrowUs discovered that it could pique people’s curiosity with its creative and then provide them with a satisfying online shopping experience using Instagram Shops. The GrowUs video ads ran on Instagram for two weeks in February 2021, targeted a broad audience between the ages of 18 and 65 living in South Korea and earned the following results:
- 3X more purchases per website visit from people who viewed video ads with product tags (compared to website visitors who did not view video ads with product tags)
- 3.7X increase in adds to cart from website visitors who shopped via video ads with product tags (compared to website visitors who did not view video ads with product tags)
- 1.7X more content views from website visitors who shopped via video ads with product tags (compared to website visitors who did not view video ads with product tags)