Beauty booking company Treatwell UK used the new collection ad format on Instagram to drive salon bookings—resulting in more purchases at a lower cost per conversion than previous campaigns.
Treatwell is an easy way for people to book beauty, styling and wellness appointments online at any time of the day. Bookings are available in 11 countries, with an average of 15,000 bookings made every day in Europe.
more bookings than campaign goal
lower cost per conversion compared to previous ad strategy
The beauty company wanted a new way to increase bookings at its salons across the UK that would complement its overall media strategy.
Because it has salon locations throughout the UK, Treatwell used the collection ad format on Instagram to serve up relevant offerings to its clientele. The beauty booking company created a compelling video showing off the range of services that its salons offer. Below, the ads also showed viewers photos of nearby salon locations, which allowed them to see the variety of salons available and book directly from the ad on Instagram.
With the collection ad format, Treatwell delivered the right message, in the right place, at the right time. At the end of the campaign, the beauty booking service saw a 19% increase in purchases at a 7% lower cost per order price compared to other campaigns.