Lacoste tested the carousel format for ads in Instagram Stories to measure its performance against another digital ad format, resulting in a 61% higher click-through rate.
Founded in France in 1933 by tennis player René Lacoste, who was nicknamed “the crocodile,” the company’s products can be recognized by the famous green crocodile logo. The high-quality Lacoste product line includes fragrances, sunglasses, watches, bedding and clothing.
higher online return on ad spend (versus another digital ad format)
higher click-through rate (versus another digital ad format)
lower cost per link click (versus another digital ad format)
Lacoste wanted to beta-test the new carousel ad format in Instagram Stories and ultimately increase online sales.
Lacoste is famous for its iconic Classic Fit Polo shirt and other casual-wear clothing, but perhaps less well-known for its other high-quality lifestyle items, such as its bath and bedding products. To turn that around, the brand decided to run a bold new digital ad campaign to get those items in the spotlight.
More shoppers than ever before are discovering products on Instagram, so Lacoste’s creative agency Ogilvy recommended the new carousel format for ads in Instagram Stories. This eye-catching vertical format provides more ad space than other formats, allowing companies to effortlessly showcase more products and take their campaigns to a new level.
Lacoste and Ogilvy built bright and vivid 3-card carousels that highlighted the elegance of the Lacoste bath towel and bedding collections. The full-screen cards underscored the variety of vibrant colors that the collections come in, which are designed to appeal to any décor preference. The messaging emphasized the bold nature of the Lacoste brand. Each card featured a “Shop Now” call-to-action button that linked through to the relevant product pages on the Lacoste website to purchase.
Lacoste served the ads to men and women aged 25–54 who lived within 25 miles of 6 major US cities, as well as to people with an interest in Lacoste or who shop in department stores, and excluded those who had purchased Lacoste products within the last 30 days. The results of the April 20–May 4, 2018 campaign were based on reporting data from Facebook Ads Manager, and were determined using a Facebook split test, which revealed:
2X higher online return on ad spend (versus other digital ad formats
61% lift in click-through rate (versus other digital ad formats)
32% lower cost per link click (versus other digital fad formats)