MADE.COM

The furniture design brand Made.com ran a campaign in Instagram Stories to promote its winter sale, increasing return on ad spend by 69%.

THE STORY
A celebration of design

Active in 11 markets, Made.com is one of the leading online design brands in Europe. Made.com believes that great design is for everyone. Its concept is clear: work directly with the makers and designers to bring high-end design to everyone, everywhere, at a fair price.

69%

higher return on ad spend compared to the previous sale

27%

lower CPM (cost per mille) than other placements

44%

increase in traffic compared to the previous sale

28%

increase in new visitors compared to the previous sale

Thanks to Instagram’s best practices for creative, we managed to repurpose our TV edit into brilliant social-friendly assets. The creative looked fantastic—and, importantly, drove results. It is definitely a cost-efficient placement we want to scale in the future.
MARION BRUNIAUX, SENIOR PAID SOCIAL EXECUTIVE, MADE.COM
THE GOAL
Enticing winter shoppers

Made.com wanted to increase website traffic during the biggest trading period of the year—its winter sale. It also hoped to achieve a higher return on ad spend compared to previous campaigns.

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THE SOLUTION
A playful campaign

For Made.com’s winter sale campaign, the company developed elegant and playful creative in keeping with the brand ethos. To intrigue and amuse the viewer, the products shown in the ads were animated as if they had come to life. The design showcased both the quality of its products and the offers available in the winter sale.

The video used in Stories followed Instagram’s best practices and was made to fit mobile devices, filling the entire 9:16 aspect ratio. The eye-catching creative worked with or without sound. The ad culminated in a reminder of the offer and a clear call to action.

Made.com's winter sale campaign, which ran from December 18, 2018–January 15, 2019, achieved substantial success, particularly compared to the same period in the previous year. Results included:

  • 69% higher return on ad spend compared to the previous sale

  • 27% lower CPM (cost per thousand impressions) than other placements

  • 44% increase in traffic compared to the previous sale

  • 28% increase in new visitors compared to the previous sale