The Taiwanese fashion brand created a seamless shopping experience with Instagram Shops and ads with product tags, ultimately boosting online sales and achieving a 30% lower cost per purchase.
ONE BOY was established in Taiwan in 2008 with a mission to create comfortable yet functional, fashionable clothing and excellent shopping experiences. It prides itself on its meticulous production process—from careful selection of fabrics to stringent texture control.
lower cost per purchase from ads with product tags than from ads with no product tags
higher return on ad spend from ads with product tags than from ads with no product tags
more link clicks from ads with product tags than from ads with no product tags
ONE BOY wanted to boost sales by implementing an innovative consumer engagement strategy into its online marketing activities.
ONE BOY started using Instagram Shops to create a more cohesive customer interface and immersive shopping experience, since Shops is optimized for mobile viewing. ONE BOY’s shop also makes it faster and easier for customers to discover products, as they can conveniently browse the catalog on Instagram. To get the most out of Instagram Shops, the brand worked with the Facebook team to create ads with product tags. The team conducted a split (A/B) test to compare the performance of campaigns with and without product tags on Instagram Feed and Explore.
Targeted to a broad audience of people aged 18 and over in Taiwan, both campaigns featured carousel ads of photos and videos that highlighted various products and provided styling suggestions. When viewers tapped on a tagged product, the item’s name and price appeared. The tags then linked to ONE BOY’s Instagram shop, where people could browse products and view information without leaving the Instagram app. Customers could then click through to the brand’s website to purchase.
The test revealed that the campaign with product tags significantly outperformed the campaign without product tags, proving them to be a valuable addition to ONE BOY’s marketing strategy. Running from June 3–16, 2021, the campaign achieved:
30% lower cost per purchase from ads with product tags than from ads with no product tags
1.4X higher return on ad spend from ads with product tags than from ads with no product tags
20% more link clicks from ads with product tags than from ads with no product tags