With the goal of reaching a new audience while also driving more sales from our existing audience, we built out entirely new campaigns for Instagram leveraging learnings from Facebook. Our full-funnel Instagram strategy targeted prospects, past engagers, and existing customer lists using unique messaging and compelling, colorful creative that we believed would resonate with younger potential customers on Instagram.
Focusing on prospecting, we worked together to build out new audiences and messaging tests (including various value propositions), which included the product's eco-friendly features and the brand's commitment to social responsibility through their new product launch.
Non-converters were retargeted with dynamic ad units and past customers were targeted with promotions and new product launches.
The creative used for Instagram was bold and colorful – a departure from Facebook Advertising imagery. We also quickly learned to keep creative fresh and dynamic; if we didn’t, the CPCs increased and CTRs decreased.
After the launch of a large influencer campaign, we created retargeting audiences based on the ways that users engaged with bkr’s Instagram account.
From Instagram ads in the first month
In revenue YoY
In ROAS YoY