RALPH LAUREN

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.

THE STORY
American luxury for the world

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.

18%

increase in online sales among newly acquired millennial audience

17-point

lift in ad recall among acquired millennial audience

41%

increase in product page views among Gen Z acquisition audience

7.1X

return on ad spend online with dynamic ads

We’ve long considered Instagram a strong platform for brand building, although we were unsure how well Instagram Stories would perform in fueling sales. The results definitely exceeded our expectations. We were able to craft a very targeted strategy for our different marketing audiences and drive brand preference and acquisition, specifically on the Gen Z and millennial target audience.
PAULINE AZOULAY-ZERBIB, VP MEDIA EMEA, RALPH LAUREN
THE GOAL
An anniversary to remember

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.

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THE SOLUTION
Working across platforms

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