UNDONE

When the custom watch label ran Instagram ads with product tags and the conversions objective at the same time, it achieved a 24% more add-to-cart actions.

THE STORY
Personalising watches

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.

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

As a brand that’s focused on staying connected to consumers, partners like Instagram support us with the right tools to innovate and deliver our best. By using ads with product tags and conversion objectives, we reduced our cost per conversion and got more value out of our ad spend – an approach we’ll definitely apply to future campaigns.
TUKWASI ANUKAM, PERFORMANCE ANALYST, UNDONE
THE GOAL
Increasing add-to-cart actions and sales

UNDONE was looking for new ways to encourage people to click through to learn more about its products and, ultimately, buy.

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THE SOLUTION
Putting product tags to the test

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