To spread word about their first-ever online sale to celebrate reaching 50,000 Instagram followers, J&Co Jewellery ran video ads and photo ads in Instagram Stories, which generated 58% of total sales.
J&Co Jewellery offers an extensive selection of modern essential jewelry, specializing in sterling silver jewelry. Successfully and rapidly expanding to Europe and beyond, J&Co Jewellery aims to inspire and empower women all over the world.
of total sales driven by ads in Instagram Stories
lower cost per purchase (compared to average cost per purchase)
lower cost per purchase (compared to previous week)
The jewelry brand wanted to raise awareness for its three-day sale among both existing and new customers, aiming to increase online purchases and grow its customer base.
To celebrate the milestone of reaching 50,000 Instagram followers, J&Co Jewellery decided to run a three-day online sale offering a variety of discounts. While the jewelry company had used Facebook for previous marketing campaigns, it also wanted to try out Instagram ads for the first time.
In addition to running ads in Facebook News Feed and Instagram feed, the brand tested video ads in Instagram Stories. This series of eye-catching ads featured discount codes alongside attractive images of the brand’s jewelry.
J&Co Jewellery targeted its ads to women in the US, aged 18 and above with a special interest in jewelry, apparel and accessories. The brand used conversion optimization to deliver ads to women who were more likely to purchase.
The campaign ran from May 10–12, 2018 and successfully boosted online sales at a reduced cost, resulting in:
58% of total sales driven by ads in Instagram Stories
13% lower cost per purchase compared to average cost per purchase
17% lower cost per purchase compared to previous week