UNDONE is a custom watch label focused on individuality and craftsmanship. The brand offers a selection of components inspired by iconic designs in history, so buyers can create timepieces that are exclusively their own. It collaborates regularly with other brands to offer diverse style choices.
higher add-to-cart actions from cell 3, compared to cell 1
higher total content views from cell 3, compared to cell 1
lower cost per click from cell 3, compared to cell 1
UNDONE was looking for new ways to encourage people to click through to learn more about its products and, ultimately, buy.
Always seeking fresh ways to engage watch enthusiasts, UNDONE was curious about how ads with product tags might increase its objectives of more add-to-cart actions. When shoppers tap on ads with product tags, they arrive at a product details page within Instagram, where they can choose to purchase in-app or from the brand’s website.
To track whether the ads guided consumers from consideration to sales, UNDONE teamed up with Instagram to run a three-cell conversion lift study:
Cell 1 displayed business-as-usual photo ads without product tags, using the conversion objective
Cell 2 displayed business-as-usual photo ads with product tags, also using the conversion objective
Cell 3 displayed 1) a campaign for Instagram feed and Explore, with product tags included and using the traffic objective and 2) business-as-usual campaigns using photo ads without product tags and the conversion objective
All three cells targeted the ads to a broad audience and reached out to people who had visited UNDONE’s website and Instagram shop before.
Comparing results, UNDONE discovered that cells 2 and 3 outperformed cell 1 for both upper-funnel (content views and cost per click) and lower-funnel (add-to-cart actions) metrics. The ads with product tags boosted awareness and add-to-cart actions, while also encouraging more people to explore the brand’s products. A conversion lift study found that between August 16–September 6, 2021, the campaign achieved:
24% higher add-to-cart actions from cell 3, compared to cell 1
40% higher total content views from cell 3, compared to cell 1
13% lower cost per click from cell 3, compared to cell 1