The German footwear and fashion company partnered with Rita Ora to create attention-grabbing video ads for Instagram Stories, boosting brand awareness by 11 points among young women.
Since launching its online shop and first retail stores in 2016, ONYGO has become synonymous with its female-only shopping concept. The brand caters exclusively to girls and women, stocking a wide selection of shoes (from must-have ankle boots to on-trend sneakers), apparel and accessories.
lift in ad recall in target group (women aged 18–34)
lift in brand awareness in target group (women aged 18–34)
lift in message association overall
As a relatively young company, ONYGO hoped to raise brand awareness among young women. It sought to reach them where they spend much of their time: on their mobile phones.
ONYGO ran a campaign on both Facebook and Instagram, but devoted 74% of its overall budget to Instagram. The Instagram ads ran in an equal split between feed and Stories. The brand teamed up with Rita Ora—the internationally known singer and TV personality with a reputation for incredible street style. The campaign was built around the tagline “It's a girls thing,” which reiterated the brand's commitment to serving female customers.
The video ads featured bold imagery and urban flair, and were tailored to completely fill the dimensions of each ad placement. Following Instagram’s best practices, the videos introduced the brand clearly and immediately, using easy-to-read text. Several different shots appeared in quick succession, helping to sustain interest while conveying the brand's key attributes: style, youth, energy and playfulness.
To measure the campaign’s impact on brand metrics, ONYGO conducted a Facebook brand lift study. The study polled a randomized control group—who did not view the ads—and a group of people who did. By keeping the ad creative and message consistent across all ad formats, the results of the study allowed them to understand if consumers recalled the ad and any lift in brand awareness.
ONYGO’s Instagram campaign paid off, resulting in:
11-point lift in ad recall in target group (women aged 18–34)
11-point lift in brand awareness in target group (women aged 18–34)
4-point lift in message association overall