The iconic fashion brand used ads in Instagram Stories and feed to amplify its 50th anniversary celebrations, which helped lift sales by 18% among newly acquired millennial consumers.
Ralph Lauren is a global fashion brand with innovation at its heart. Founded in the US in 1968, it has become a status symbol for millions who associate it with quality, craftsmanship and refined style.
increase in online sales among newly acquired millennial audience
lift in ad recall among acquired millennial audience
increase in product page views among Gen Z acquisition audience
return on ad spend online with dynamic ads
Ralph Lauren wanted to take advantage of its 50th anniversary celebrations to raise brand awareness around its new collections and drive sales of specific product lines. It sought to acquire and retain two key groups: millennials and Gen Z (post-millennials), and Gen X.
Ralph Lauren crafted a social-first marketing approach that was designed to move customers from awareness to purchase on Instagram and Facebook. Working with ZenithOptimedia France, it created a powerful combination of video, collection and carousel ads in feed, as well as Stories.
The videos and images used in Stories followed Facebook’s and Instagram’s best practices and were custom-made to fill the entire screen. The brand was introduced immediately and clearly, and multiple scenes were used to keep people’s attention. The 50th anniversary celebration was made clear with bold, large letters. Ralph Lauren drove campaign awareness and brand preference by creating complementary assets across feed and Stories.
The campaign ran from September–November 2018 in six key markets: Italy, Spain, Germany, the UK, France and Sweden. It achieved significant results, including:
18% increase in online sales among acquired millennial audience
17-point lift in ad recall among acquired millennial audience
41% increase in product page views
7.1X return on ad spend online with dynamic ads
41% increase in product page views among Gen Z (post-millennial) acquisition audience