MILLY
Milly ran photo ads in Instagram feed and video ads in Instagram Stories to increase brand awareness and online sales, resulting in a 44X increase in website purchases from ads in feed.
Founded in 2000 by designer Michelle Smith, Milly is an American fashion brand specializing in contemporary women’s clothing with bold designs and a feminine edge. The company is based in New York City and retails worldwide in department stores, via its own boutiques, and online.
increase in online product views from ads in Instagram feed1
increase in website purchases from ads in Instagram feed1
increase in website purchases from ads in Instagram Stories2
increase in landing page views from ads in Instagram feed1
Milly wanted to boost brand awareness, drive more visitors to its website and increase online sales.
Milly was excited to build a fashionable mobile-first Instagram ad campaign to promote its brand and increase sales. So it partnered with Facebook Creative Shop to storyboard ideas and optimize visual assets.
Together, they developed a 2-pronged campaign strategy to:
boost brand awareness of its spring/summer 2019 fashion line, which was unveiled at New York Fashion Week 2018
drive more traffic to the product page of its fall/winter 2018 fashion collection to increase online sales of currently available items
Milly first built photo ads in carousel format that showed models posing in bright dresses and suits from the brand’s spring/summer 2019 collection, along with messaging that “Life is bolder in color. Discover saturated shades in the colors you love.” A Learn More call-to-action button linked through to the collection’s page on Milly’s website. These ads ran exclusively in Instagram feed.
The fashion brand next built video ads that featured vibrant jackets, dresses, pants and tops from its fall/winter 2018 “Chromatic” collection. The video creative posed the models sitting both upright and upside down on stripes the same color as their outfits. A Shop Now call-to-action button linked to the Chromatic collection page on the company website for purchase. These video ads ran exclusively in Instagram Stories.
Milly showed all the ads to US women aged 25–65, as well as to a lookalike audience based on the characteristics of current customers and website visitors. Milly determined the results of this campaign, which ran September 7–29, 2018, based on reporting data in Facebook Ads Manager, which revealed:
8.6X increase in online product views from ads in Instagram feed compared to prior Instagram feed campaigns
44X increase in website purchases from ads in Instagram feed compared to prior Instagram feed campaigns
3X increase in website purchases from ads in Instagram Stories compared to prior Instagram Stories campaigns
3.2X increase in landing page views from ads in Instagram feed compared to prior Instagram feed campaigns
