This international haircare brand used mobile-first ads in Instagram feed plus Instagram Stories to launch the TRESemmé haircare range in Poland, resulting in 16 points higher brand awareness.
TRESemmé is a line of haircare products that, for many years, was used exclusively by professional stylists. After Unilever acquired the brand in 2010, the range was expanded and its products became more widely available. It launched in Poland in April 2018.
higher brand awareness for campaign featuring Stories and feed, compared to feed-only campaign
higher ad awareness for campaign featuring Stories and feed, compared to feed-only campaign
TRESemmé had just launched its hair products in the highly competitive Polish market. Because the brand was previously unknown in Poland, it needed to make people aware of its credentials as a high-quality product range used by professional stylists.
With the help of Facebook Creative Shop, the TRESemmé team developed a series of mobile-first video and photo ads, using Instagram Stories for the first time. In addition to featuring packshots and great hair, the ads also showed professional stylists using the products to help position them at the premium end of the market.
TRESemmé simultaneously ran two campaigns between October 1–November 25, 2018: one using Facebook News Feed and Instagram feed, the second using feed and Instagram Stories. After measuring the campaign results with a Millward Brown Multicell Brand Lift Study, it found that the campaign featuring Instagram Stories boosted brand awareness 16 points more than campaigns that ran in feed alone. Ad awareness also increased by one point compared to feed-only campaigns.
16 points higher brand awareness for campaign featuring Stories and feed, compared to feed-only campaign
One point higher ad awareness for campaign featuring Stories and feed, compared to feed-only campaign