1346% Return on Investment via Instagram paid ads: use case

Children's clothes manufacturer company (B2C, Europe)

Client: online shop of clothes for 0–3 years old children. Lead: payment on the website. Instagram is a main promotion and sales channel, previously Instagram bloggers were the main way to attract customers.

Product: winter coveralls, price: from $60 to $160.

Audience (the first line): parents of 0–3 years old children.

Audience (segments which will be the final settings at the ad account):

• LaL (people similar to those who pay at the website / add to the cart / active on Instagram).
• Retargeting (added to the cart but didn’t pay; looked through the catalog but didn’t add to the cart).
• Parents of 0–3 years old children (this parameter can be divided into segments according to Facebook settings, for example, cities).
• Parents of 0–3 years old children with an interest to: luxury children brands; competitors or other products for children of 0–3 years old; living in cold cities; pregnancy (because these coveralls are useful in maternity hospitals and because such shopping is often made before giving birth).

+ limitations according to age, gender, and geography (according to Google Analytics).

Pain points:

• they don’t know what to buy for their children in the winter but want them to be warmed;
• they want clothes to have high quality;
• they want to use clothes in many situations: for walking, for stroller and car seat;
• they want clothes to be beautiful and stylish.

Creatives (pics and texts) were chosen according to the pain points. For example, if people want their children to be warmed, we show the temperature these coveralls suit for. We can also show that coveralls are used in northern cities (pics, reviews). We tell about the materials and their quality. We tell (and better — show!) that such coverall suits strollers and car seats. It’s also possible to show the pics of influencers with their children in these coveralls as a demonstration of weighty opinion.

Since the goal is a purchase, I set up for conversions, exactly payments on the website. In parallel, there were paid ads for brand awareness/ad recall lift to support the conversion campaign. It costs not so much but helps increase awareness motivating make a conversion in the other campaigns.

9 months results