MICHAEL KORS

American fashion house Michael Kors segmented its millennial audience and targeted them with custom Instagram Stories that varied in length, resulting in a double-digit hike in ad recall.

THE STORY
The future of fashion

Globally recognized designer Michael Kors, together with his namesake company, are synonymous with effortless sophistication. The brand, which was founded in 1981 and opened its first retail store in 2006, is known for its ready-to-wear, handbags, and watches. Michael Kors announced its entry into wearable technology at BaselWorld 2016, launching Michael Kors Access smartwatches and activity trackers in the fall of that year with a global digital and print ad campaign.

24-point

lift in ad recall

8.8-point

increase in favorability

We see Instagram Stories and vertical video as an emerging but crucial part of our overall video and motion mix. We are constantly experimenting and optimizing for what is resonating with and inspiring our customers on the platforms they love most, including video length, content and format.
Michael Kors Marketing
THE GOAL
Getting smart(er)

Michael Kors wanted to continue to promote its new Michael Kors Access smartwatches among young women and, at the same time, test different video lengths to find what their audience responded to best.

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THE SOLUTION
Varying vertical video

Following the 2016 launch of its Michael Kors Access smartwatches, Michael Kors decided to build on its momentum by targeting the brand’s most engaged audiences with video content that interested them. That meant reaching younger millennial women with short, fast-paced, relatable videos.

Working with the brand’s 30-second, horizontal product video, social ad technology company SocialCode and video producers VidMob created a vertical video specifically for Instagram Stories, ensuring the ad creative would feel natural to the platform. The video, which featured model Martha Hunt using the smartwatch in different situations throughout New York City, was then recut further into four shorter segments, ranging from two seconds to 15 seconds.

To determine the effectiveness of these shorter video lengths, the fashion brand segmented one of its key audiences—women in the UK aged 18–54—into four random groups. Each of these groups were exposed to one of the four video segments in their Instagram Stories.

Following its nearly month-long campaign, which ran March 30–April 22, 2017, the Michael Kors team conducted a Facebook Brand Lift study to determine the efficacy of its campaign. Not only did it realize an amazing 24-point lift in ad recall, but the Instagram Stories delivered a nearly 9-point hike in favorability—a whopping 10X the industry standard.