Instagram conducted an on-platform holiday ad campaign showcasing curated product collections from select sellers and creators in its Shop tab, which led to a 2.3-point lift in consideration of shopping on Instagram among likely shoppers.
Instagram is a free photo- and video-sharing app that is available for iPhone and Android. The Shop tab on Instagram’s homescreen is a destination for people to discover new brands, products and editor’s picks, personalized to them.
lift in consideration for shopping on Instagram
lift in awareness for shopping on Instagram
lift in ad recall for shopping on Instagram
The primary goal of the campaign was to measure how much consideration of Instagram as a shopping destination increased among people more likely to shop on the platform.
A curated holiday shopping experience
While Instagram had proven its own ad solutions’ ability to drive incremental marketing and product metrics during a pre-holiday campaign, the team wanted to test a followup campaign during the holiday season, a critical time of year for commerce. With an on-platform campaign that ran for eight weeks, Instagram set out to encourage specific audiences identified as “high-intent shoppers” to shop on the app.
The team aimed to meet consumers’ shopping expectations while showcasing curated products from creators and sellers in line with the brand’s focus on emerging culture. Instagram featured the creators and sellers in various ways on its Shop tab, a dedicated shopping surface where people can discover and shop new trends, view the latest product drops and support small businesses.
Instagram worked with creative agency Anomaly to produce videos featuring the creators and sellers along with their products, using elements from them to create video ads in the carousel format. Additionally, it created dynamic ads that showcased the products and product information of its partner sellers and creators. These ads clearly indicated how to shop for the featured products on Instagram.
The team partnered with digital marketing agency 3Q on a media strategy that targeted the ads to a variety of audiences based on interests, behaviors and attitudes to learn what worked best. Instagram then followed up with people who watched the video ads, retargeting ads to them about relevant product launches or live shopping events.
Instagram measured the results of the October 27, 2021–December 20, 2021 campaign using a brand lift study, which revealed:
- 2.3-point lift in consideration for shopping on Instagram
- 5.5-point lift in awareness for shopping on Instagram
- 6.8-point lift in ad recall for shopping on Instagram