TRANSFERWISE

TransferWise developed playful, recipe-themed video ads for Instagram Stories and attracted over 9,000 new registrations.

THE STORY
Moving money

TransferWise is a global technology company devoted to moving money around the world. Whether sending money, spending abroad, or making and receiving international business payments, TransferWise wants to make life easier and save people money.

more than 9,000

new registrations from ads in Instagram Stories

40%

share of monthly users driven by Instagram Stories

5–10%

higher registration rates among new users reached through Instagram Stories compared to ads in feed

Instagram Stories has been a game-changer in how TransferWise has run its paid social efforts in the last 15 months, scaling bespoke creative production for Stories from 0 to over 150. It has given us the opportunity to push our creative boundaries to unprecedented heights, allowing us to reach over 50 million people globally in a new, exciting and engaging format.
VITTORIO BOCCANERA, PAID SOCIAL OPERATIONAL LEAD, TRANSFERWISE
THE GOAL
Courting new customers

TransferWise sought to attract new customers by educating people about the simplicity of its service.

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THE SOLUTION
Recipe for success

Recognizing that people don’t browse Instagram Stories with international money transfers on their minds, TransferWise built a concept around something that people do look at Stories for: recipe videos.

Just as recipe videos can make cooking simple, TransferWise wanted to show how it can make international money transfers more accessible and straightforward. The internal creative team created video ads for Stories showing a variety of dinner tables to demonstrate how global the TransferWise product is, and used step-by-step recipe-like instructions to show how easy the app is to use. Following Instagram’s best practice, the videos were made to fully fit the 9:16 aspect ratio for Stories, and the product was introduced clearly and immediately.

The results suggest that the fast and playful video ads struck the perfect tone. Instagram Stories drove 40% of monthly user activity, and conversion rates were between 5–10% higher for Instagram Stories than for ads that ran in feed.

Between May 23, 2018–July 2019, the campaign achieved:

  • 9,000 new registrations from Instagram Stories

  • 40% share of monthly users driven by Instagram Stories

  • 5–10% higher registration rates among new users reached through Instagram Stories compared to ads in feed