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.

THE STORY
Collections for women and girls

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.

8.6X

increase in online product views from ads in Instagram feed1

44X

increase in website purchases from ads in Instagram feed1

3X

increase in website purchases from ads in Instagram Stories2

3.2X

increase in landing page views from ads in Instagram feed1

We built a “See Now, Shop Now” Instagram ad campaign that was designed to increase awareness of our 2019 spring/summer collection, and to then drive online traffic to our website to boost purchases of items from our fall/winter 2018 collection. We then compared the campaign results to our prior Instagram campaigns, and saw amazing lifts in page views and purchases.
GABRIELLE GIACALONE, SENIOR MANAGER OF BRAND MARKETING, MILLY
THE GOAL
Attracting fashion shoppers

Milly wanted to boost brand awareness, drive more visitors to its website and increase online sales.

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THE SOLUTION
Trying on ads in feed and Stories

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:

  1. boost brand awareness of its spring/summer 2019 fashion line, which was unveiled at New York Fashion Week 2018

  2. 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.

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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