Wise (formerly known as 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, Wise wants to make life easier and save people money.
new registrations from ads in Instagram Stories
share of monthly users driven by Instagram Stories
higher registration rates among new users reached through Instagram Stories compared to ads in feed
Wise sought to attract new customers by educating people about the simplicity of its service.
Recognizing that people don’t browse Instagram Stories with international money transfers on their minds, Wise built a concept around something that people do look at Stories for: recipe videos.
Just as recipe videos can make cooking simple, Wise 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 Wise 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