This premium watch brand increased its return on ad spend by 1.5X after creating a campaign focusing on National Days and using the carousel format for ads in Instagram Stories.
Designer Ahmad Yousuf founded Minimalist in Dubai in July 2016. The premium watch and accessories brand strives to keep style simple and avoid clutter. The brand aims to produce products that represent elegance and minimalism.
increase in return on ad spend compared to previous campaigns
increase in return on ad spend by targeting dynamic ads to loyal customers, compared to previous campaigns
decrease in overall “add to cart” cost compared to previous campaigns
return on ad spend compared with other campaigns run during the same period
Minimalist hoped to take advantage of patriotic sentiment around the National Days in Saudi Arabia, UAE and Kuwait and drive customers to its new retail stores.
Watches made by Minimalist are a celebration of simplicity and style. With this in mind, the brand decided to introduce its watches in three key markets (United Arab Emirates, Saudi Arabia and Kuwait) just before a celebration: the national day of each of the three countries.
It first showed ads in Instagram feed to build awareness during the first stage of the campaign, and then reached out to customers again with retargeted ads in Instagram Stories.
To start, Minimalist created dynamic ads using the carousel format. This allowed the brand to showcase up to 10 images or videos within a single ad, each with its own link. With more creative space within an ad, the company could highlight different products, showcase specific details about one product, service or promotion, and tell a story about the brand that developed from one carousel card to the next.
Minimalist first targeted ads to its most loyal customers who had made high-value purchases in the past. It then used this audience to create a lookalike audience made up of people with similar characteristics and interests, who were more likely to respond to the ads.
It then retargeted ads to customers who had watched at least three seconds of their videos. These people were served 15-second videos in Instagram Stories. These ads offered glimpses of Minimalist products, along with positive reviews from customers.
The results show that creativity and careful targeting paid off. Running in the weeks before each country’s national day in 2019, the campaigns achieved:
1.5X increase in return on ad spend compared to previous campaigns
4X increase in return on ad spend with direct targeting to loyal customers using carousel format with dynamic ads compared to previous campaigns
60% decrease in overall “add to cart” cost compared to previous campaigns
2.5X return on ad spend compared with other campaigns run during the same period