To increase website visitors, the trend-setting apparel company ran ads in Instagram Stories that focused on products, which resulted in 9.3% more content views compared to ads that focused on people.
The avant-garde fashion site was founded by design school grad Gingie McLeod, who considers all her customers celebrities and her staff as their stylists. The site, with its wild breadth of offerings—from waterfall bling bras to cropped sweaters—went viral in 2014 with its Paparazzi Visor.
more content views with product-focused ad creative compared to people-focused creative
more content views with campaign using photo and carousel ad formats compared to campaign using video ads
Saint CHiC wanted its customers to be more active on its website. It also wanted to gauge the appeal of its offerings and gain insight into its customer base by looking at different actions that customers were taking on its website.
Saint CHiC’s “out-there” apparel made for a compelling Instagram story, so the fashion brand partnered with the Facebook Marketing Science Research team to test ads in Instagram Stories.
Prior to the test, Saint Chic implemented the Facebook pixel. The pixel helps advertisers better understand consumer action and deliver the most relevant ad. The more conversions, the better the system gets at delivering ads to people who are more likely to take certain actions. Before optimizing for events like “Add to Cart”, advertisers should optimize for events that more people are likely to take an action on, like “View Content.” With this in mind, Saint Chic used the View Content conversion event as the basis to create a Custom Audience and then build a lookalike audience.
The team developed 6 campaigns using ads in Instagram Stories, all with the same objective, duration, budget, placement and audience. The team tested these formats—still images, images in a carousel, or video—with product-focused creative and people-focused creative.
The most successful campaign used a succession of 3 photos of a woman playing games, which were used to create a 5-second video. One shot highlighted the woman wearing the company’s signature Paparazzi Visor. In the second, she wore a uniquely structured top; in the last, she seems to be standing inside a video game wearing a sleek gladiatrix outfit. The best-performing creative focused on the product and kept text to a minimum.
Saint CHiC verified its results by using a Facebook conversion lift study. With its best combination of targeting and creative, the campaign generated:
16% more content views with campaign using photo and carousel ad formats compared to campaign using video ads
9.3% more content views with product-focused ad creative compared to people-focused creative