LULLABELLZ

The hairpiece and wig retailer successfully increased its return on ad spend by 39% by running an ad in Instagram Stories alongside a standard ad in Instagram feed.

THE STORY
Hair for every occasion

LullaBellz is a leading provider of hair extensions, hairpieces and lace-front wigs. Its range offers premium synthetic to human hair, making it easy for customers to create hair transformations that take them from daytime chic to nighttime glam in minutes.

39%

increase in return on ad spend

20%

increase in conversion rate

We saw really positive results from this campaign and it was really interesting to see how the addition of Instagram Stories helped to increase conversion rate. We’ve continued to include Instagram Stories as a placement for our future activity and have continued to see great performance.
MELANIE GIBLIN, PAID MEDIA MANAGER, LULLABELLZ
THE GOAL
Boosting online sales

LullaBellz wanted to test whether adding Stories to its Instagram feed ad campaigns would help drive online sales.

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THE SOLUTION
Adding Stories to the Instagram ad mix

LullaBellz wanted to connect with a broad female audience in the UK by showing ads featuring a summer holiday theme, just at the time when people would be starting to think about how to achieve their holiday hair goals at an affordable price.

LullaBellz had great success with standard Instagram ad campaigns in the past. But this time, it decided to run an Instagram Story alongside its standard ad in feed. Following best practices for Instagram Stories, the ad introduced the brand clearly and immediately and featured several scenes to keep viewers’ attention. Different video effects gave the ads a dynamic and energetic feel, showing off several looks and keeping the hair as the focal point.

Running an ad in Instagram Stories as well as a standard ad in feed gave LullaBellz’s summer campaign a definite boost. Running from May 30–June 26, 2019, the ads resulted in:

  • 20% increase in conversion rate compared to ad in feed alone

  • 39% increase in return on ad spend compared to ad in feed alone

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