One of France's most popular fruit-based drink brands analyzed the impact of ads in Instagram Stories and found a 50% increase in top-of-mind awareness by adding it to its placement mix.
First sold in France in 1982, Tropico is a non-sparkling fruit-based soft drink available in a variety of flavors. The brand has been owned by the Coca-Cola Company since 2018.
lower CPM (cost per mille) for feed plus Stories, compared to feed alone
increase in ad recall among key audience aged 15–17 when using feed plus Stories
increase in top-of-mind awareness when Stories added to placement mix
Tropico wanted to assess how adding Stories to its Instagram placements mix would impact brand awareness.
Tropico created their campaign around the theme of "True Colors", with colorful eye-catching ads designed to appeal to a younger audience. The tagline urged viewers to reveal their true colors and their authentic personalities.
To test the effects of adding Stories to the placements mix on Instagram, Tropico decided to run its campaign in a split test. The first cell ran 100% in Instagram feed, the second had a 60-40 split for Stories and feed.
The campaign ran from June 14–July 28, 2019, and the test results revealed the following:
20% lower cost per mille for feed plus Stories, compared to feed alone
12-point increase in ad recall among key audience aged 15–17 when using feed plus Stories
50% increase in top-of-mind awareness when Stories added to placement mix