PADANI

PADANI, a luxury jewelry manufacturer in Israel, ran video ads in Instagram Stories directing customers to its Instant Experience—resulting in a 97% view rate.

THE STORY
Sparkling success

Established in 1897, PADANI is a high-end jewelry retailer in Israel started by a well-known family of Belgian diamond merchants. Its jewelry is rooted in outstanding quality and craftsmanship, and has an aesthetic with a hint of emotional mystery.

40%

lower cost per click

97%

view rate

80%

lower cost per impression

Our experience with ads in Instagram Stories has been fantastic! The ability to capture people’s full attention with full-screen creative has tremendously increased engagement. After testing, we found the GIF and video worked for us much better than a picture. In a recent Instagram Story campaign, we linked to an Instant Experience promoting a sale on fashion watches and the stores were slammed for 3 weeks.
ALON TORJEMAN, CEO, PADANI
THE GOAL
Enhancing Instant Experience with ads in Stories

PADANI wanted to run ads in Instagram Stories to bring more traffic to its Instant Experience (formerly known as Canvas), ultimately raising greater awareness of its brand.

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THE SOLUTION
Banding together

PADANI teamed up with DataWorks agency to create a compelling ad experience. Together, the team created a video ad for Instagram Stories that showed off the different options available for its interchangeable watch bands. The creative was fast-paced, placed the product front and center, and included overlaid copy. The jeweler also included a Learn More call to action where viewers could click through to an Instant Experience to find out more about its products.

By the end of the campaign, PADANI successfully drove even more clicks to its Instant Experience. The view rate for its ads on Instagram Stories was 97% compared to 75% on other channels. The ads in Stories also resulted in a 40% lower cost per click to its Instant Experience and an 80% lower cost per impression.

When PADANI launched their latest campaign (with a brand new presenter), we shifted to Instagram Stories to capitalize on the full-screen effect and really capture people’s attention. Not only did we see a tremendous increase in the engagement and time spent viewing the Instant Experience, but we also saw a huge decrease in the cost per click. What could be better?
AVI RASKAS, DIGITAL MARKETING MANAGER, DATAWORKS