Nubank tested two strategies on Instagram by combining ads in Stories with ads in feed: one used an asset created exclusively for Stories, while the other used adapted ad creative. In both cases, the Stories placement brought good results.
Established at the start of 2013, Nubank is a pioneering Brazilian startup in the financial services segment, serving as a credit card company and digital bank.
more registrations with ads created for Stories, combined with feed
more registrations with ads adapted for Stories, combined with feed
lower cost per conversion for both types of Story ad creative
Nubank's goal was to increase the number of completed registrations on its website using only Instagram placements. To do so, it tested two ad sets on the platform.
To win new customers and increase the number of people who registered for banking/credit card products on its website, Nubank created an Instagram lead ads campaign. The campaign ran from May 16–June 24 on Stories, as well as in feed.
The brand used two ad sets for the campaign: the first combined one creative for feed and one for Stories in a format created exclusively for fullscreen (9:16). In the second, Nubank kept the same ad for feed, but chose the option to automatically adapt it for Stories. This tool is designed to optimise campaigns that lack specific content for the Stories format. In this case, the creative fills only half the screen, leaving more space for an extra message.
The two creatives had the same visual elements and the same message: they showed the company's new card design with a purple background—the brand's signature colour—inviting people to “come over to the new.” Nubank successfully reached its goal of opening a dialogue with a new audience, achieving:
23% more registrations for banking/credit card products with ads created for Stories, combined with feed
20% more registrations for banking/credit card products with ads adapted for Stories, combined with feed
6% lower cost per conversion for both types of Story creative