IGLO GERMANY

Iglo Germany raised campaign awareness for a breaded fish dish by 6.4 points after running ads in both Instagram Stories and feed—a lift of 2.7 points compared to running ads in feed alone.

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THE STORY
Quality food with tradition

Iglo is Germany’s best-known frozen food brand, particularly when it comes to fish and vegetables. It has made frozen vegetables more appealing and pioneered a new category of meat alternatives made with pea protein.

2.7-point

lift in campaign awareness by adding Stories to ads in feed

22,000

additional people made aware of the campaign by adding Stories

52%

decrease in cost per incremental person made aware of the product

In close cooperation with our media agency Zenith and Instagram, we are constantly challenging the status quo of our social media performance and have built a rich test and learn agenda. This study is another example of how we make our social planning a bit smarter and learn to understand consumer behavior and brand relevance on Instagram every time we communicate.
FABIAN WOLSKI, DIGITAL ACTIVATION & E-COMMERCE MANAGER, IGLO GMBH
THE GOAL
Raising brand awareness with Instagram Stories

Iglo Germany wanted to understand the incremental impact of running ads in Instagram Stories in addition to Instagram feed. It sought to test this while raising awareness of its Iglo Fischfilet Mehrkorn Panade, a frozen fish with crispy multi-grain breading.

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THE SOLUTION
Assessing placements

Iglo’s ad creative followed Instagram’s best practice in several ways. The brand and product were presented clearly and immediately, and the videos featured multiple shots of the product to keep viewers’ attention. They showed closeup shots of the fish along with the text: “Your favorite fish in your favorite bread.”

To test the incremental benefits of running ads in Instagram Stories in addition to the main Instagram feed, Iglo decided to run three different placements to compare results. In this three-cell approach, its ads ran in:

  1. Instagram feed only

  2. Instagram feed and Instagram Stories (using only the creative from feed)

  3. Instagram feed and Stories (with creative optimized for the Story placement)

The campaign also used automatic placements on Facebook and Instagram to generate optimum results at the lowest average cost.

Iglo’s campaign helped it determine the significant value of running ads in Instagram Stories on top of Instagram feed. Running from September 2–30, 2019, the campaign achieved:

  • 2.7-point lift in campaign awareness by adding Stories to ads in feed (compared to feed-only cell)

  • 22,000 additional people made aware of the campaign by adding Stories

  • 52% decrease in cost per incremental person made aware of the product

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