Using Instagram to Drive Sales & Improve ROAS in the Holiday Season

AdParlor Blog Post: Using Instagram to Drive Sales & Improve ROAS in the Holiday Season

It’s beginning to look a lot like ROAS

In peak holiday season, one of the largest US clothing brands worked with AdParlor to craft a DR-focused initiative with a holiday-themed promotion on Instagram. In order to gather as many learnings as possible, the brand used creative tagging and analytics to uncover micro-level insights about which parts of its creative and targeting strategy drove sales during the holiday season

AdParlor’s Test & Learn Strategy

AdParlor’s Test & Learn Strategy

The brand tested various iterations of targeting segments, creatives and copy to see which creative themes would resonate best with their audience during the holiday season.

AdParlor utilized Intelligence Tags to test against the following creative rotations:

  • Holiday content for Men & Women
  • Gifts or No Gifts in the creative
  • Pets or No Pets in the creative

AdParlor focused targeting efforts on:

  • Lookalike Audience of All Website Traffic
  • Lookalike Audience of All Users with AOV (Average Order Value) over and under $100
  • Clothing/Style, Entertainment and Pop/ Fashion Icons
  • High-End, Mid-End and Mainstream retail market competitors

Our team optimized towards ROAS and largest AOV based on data from the integrated pixel in Facebook


Very Merry Results for the program on Instagram

In working with AdParlor, the brand saw massive success for their campaign during the holiday season. This included

Overall ROAS of $11.39 for the Program. Average order value of $105+. Reach of over 15M users on Instagram

  • Overall ROAS of $11.39 for the Program
  • Average order value of $105+
  • Reach of over 15M users on Instagram

After analyzing Intelligence Tag data, AdParlor and the brand saw:

53% HIGHER ROAS when images featured no pets, compared to images featuring pets. 43% HIGHER ROAS when ad copy had over 132 Characters. 25% HIGHER ROAS when images featured no gifts, compared to images featuring gifts

  • 53% HIGHER ROAS when images featured no pets, compared to images featuring pets
  • 43% HIGHER ROAS when ad copy had over 132 Characters
  • 25% HIGHER ROAS when images featured no gifts, compared to images featuring gifts

Conclusion

With the help of AdParlor’s Media Services, the Retail Brand was able to drive significant ROAS and sales to over 15 million people on Instagram. With the help of AdParlor’s Intelligence Tag technology, the Retail Brand was then able to uncover creative insights to drive sales for future promotions as well!


AdParlor Seasonal Post Series:

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