NUXE

The French beauty brand created inspirational stop-motion videos for Instagram Stories, resulting in an impressive 6.2X return on ad spend, while significantly reducing acquisition costs.

THE STORY
A natural approach to beauty

Over the past 25 years, NUXE has established itself as a leader in natural cosmetology. The iconic brand combines nature and science to create sought-after products, such as its Huile Prodigieuse and Crème Fraîche de beauté.

6.2X

return on ad spend

46%

lower cost per acquisition with Instagram Stories

62%

lower cost per click with Instagram Stories

We’ve been impressed by the performance of Instagram Stories and will integrate them more often in our media plans in order to generate purchases.
ANTOINE MORISSON, DIGITAL MANAGER, HEAD OF ACQUISITION AND LOYALTY, NUXE FRANCE
THE GOAL
Boosting end-of-year sales

NUXE wanted to drive sales of its winter cosmetics boxes on its website. It also wanted to test whether Instagram Stories could help drive online sales.

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THE SOLUTION
Eye-catching video

Building on its success with Facebook ads, NUXE decided to design ad creative for Instagram Stories. Together with the agency MILKY, the company developed 15-second videos that followed best practices for mobile: the videos were made to fit mobile devices, filling the entire 9:16 aspect ratio. They instantly grabbed people’s attention by introducing the product immediately using the eye-catching stop-motion video technique. The ads were also designed to work with or without sound, and NUXE placed a card at the end to reinforce the brand identity.

The campaign successfully conveyed the inspirational quality of NUXE’s products, resulting in a 6.2X return on ad spend, at a far lower cost. The ads in Instagram Stories placement resulted in a 46% lower cost per acquisition and a 62% lower cost per click compared to other placements.