RESERVED

Fashion brand Reserved successfully lifted awareness for its new season clothing line by using the polling sticker in ads in Instagram Stories to let people choose what TV star Kendall Jenner should wear.

THE STORY
Hot fashion from Poland

Reserved is the flagship fashion brand of LPP, the family-owned Polish company that also controls Cropp, House, Mohito and Sinsay. Reserved offers classic elegance and the latest fashion essentials to its loyal customers, via its website and stores across Europe and the Middle East.

1.5X

lift in brand awareness with ads using interactive polling sticker, compared to standard ad in Instagram Stories

12X

lift in brand awareness with ads using interactive polling sticker and call to action copy, compared to standard ad in Instagram Stories

Autumn–winter is the most important season for every fashion brand. This is why partnering very closely with one of our best partners—Instagram—was crucial for the success of this campaign. Encouraging our customers to interact with creative really increased brand awareness. We are very excited to give customers more ways to interact with the Reserved brand.
RAFAŁ GRUSZKIEWICZ, MARKETING MANAGER, RESERVED
THE GOAL
Selling a new season’s styles

Reserved wanted to raise awareness for the brand and its new winter season range by creating ads with real consumer appeal.

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THE SOLUTION
Celebrity-led polling in Instagram Stories

Working with Facebook Creative Shop, Reserved enlisted TV star and supermodel Kendall Jenner to be the face of the campaign that encouraged fans of Reserved to vote on which items from the new winter range Jenner should wear.

To create the voting mechanism, Reserved used the polling sticker in Instagram Stories. The ads ran in three formats: a standard ad in Stories with no polling options, an ad in Stories with the polling sticker, and finally an ad in Stories with polling and a call to action to visit the website. These three different ads allowed Reserved to evaluate their performance via a three-cell conversion lift study.

The campaign ran in the UK in October 2019, and produced:

  • 1.5X lift in brand awareness with ads using interactive polling sticker, compared to standard ad in Instagram Stories

  • 12X lift in brand awareness with ads using interactive polling sticker and call to action copy, compared to standard ad in Stories