Discovering what works
Each ad set started broad and was continually optimized toward the most responsive age groups and effective creative.
Analyzing the Intelligence Tags data revealed that:
Adding a call-to-action to creative increased performance significantly
Creative that included a call-to-action had an 65% lower cost-per-sale than creative that simply used the native Instagram call-to-action.
Creative with text overlaid on top beat creative without any text
Overlaying text on top of the creative drove an 47% lower cost-per-sale than images not containing any text.
Blue color schemes outperformed white and pink color schemes
Creative with blue color schemes had an 63% lower cost-per-sale than creative with white color schemes, and 34% lower cost-per-sale than creative with pink color schemes.
Fashion drove more sales than beauty or home product categories
The fashion category drove a 35% lower cost-per-sale than the beauty category, a 20% lower cost-per-sale than the home category, and a 55% lower cost-per-sale than a mix of all three categories.
Bringing the story to life
AdParlor, Today’s Shopping Choice’s partner for executing the Instagram Stories campaign, combines expertise from running thousands of campaigns per day and unique data-driven approaches to get the best performance from Facebook advertising for over half of the Fortune 1000.
The company provides proprietary solutions like Intelligence Tags to make advertisers smarter by providing them with micro-level insights about what creative elements are working across their entire ad library; including things like background colors, gender, and facial expressions.