The ecommerce fashion company Pianno 39 ran a series of ads in Instagram Stories targeted to a younger audience—successfully increasing awareness and sales among this hard-to-reach demographic.

From recession to retail

Founded in 2009 by Silverio Ros, Pianno 39 is a low-cost online fashion store for women. Born in the downturn in Spain’s economy, the company started selling exclusively through its Facebook Page. It has since achieved such great success that it now employs 50 people.


conversion rate among 25- to 34-year-olds


of total sales from campaign came from 18- to 34-year-olds

1.4 million

people reached in two months

Instagram Stories is the perfect way for us to reach new users outside of our core target. We developed an ad hoc strategy using video- and product-focused creative to make the most of the platform. We couldn’t be happier with the results.
Selling to younger shoppers

Having a core demographic of women ages 35 and older, the fashion ecommerce business wanted a way to increase awareness and sales among younger females—ages 18–34—to scale its business.

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Thinking creatively

To find new customers, Pianno 39 ran a series of ads on Instagram Stories targeted to women aged 18–34. In addition to targeting the ads by age, the ecommerce business narrowed the reach to three separate audiences in Spain—a lookalike audience of previous customers, an audience interested in fashion and a broad audience.

The fashion brand wanted to make sure the creative in this new format resonated with a younger audience, so it created 100 variations (including photo and video ads) to see which ones performed best. Each of the ad creatives featured products that viewers could buy and included a link where they could shop.

By the end of the two-month campaign, Pianno 39 had raised awareness among a new younger audience and reached 1.4 million women in its target demographic. And during that time, 46% of the sales from the campaign came from women aged 18–34. The ads in Stories also achieved a 1.64% conversion rate among 25- to 34-year-olds, at a €0.14 cost per click.

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