This fashion and beauty shopping platform collaborated with content creators boosting product visibility. Running Instagram branded content ads to promote sales, increasing its return on ad spend by 27%.
StyleShare is a South Korean fashion and beauty community and eCommerce platform. With a staggering 6 million committed customers. The platform is, therefore, growing into a marketplace that connects people to brands. Instagram is the perfect platform for fashion brands it is great for showcasing new trends! It directly connects with fashionistas and therefore drives sales in ways that are non-intrusive and creative. The goal for StyleShare simply was to boost a joint promotion by two brands on its platform.
The solution, StyleShare utilised branded content on Instagram for the first time to help drive winter collection sales for two of its parenting brands. The company decided to collaborate with specialized fashion content creators to show their unique outfit styles is the best option. Promoting these through Instagram feed and Stories the posts uploaded on creators’ accounts were marked “paid partnership with StyleShare”. It then directed viewers to the StyleShare’s website or mobile app. StyleShare worked closely with the Facebook Marketing Partner Vamp, which connected the company with content creators and helped with publishing branded content ads. The content creators were able to adapt the creative to fit their feed. For example, the content creators posted full-view single images on Instagram Stories but used the carousel format to showcase multiple images in the feed. The branded content ads initially posted on Instagram, but StyleShare used automatic placements to deliver the ads across Facebook and Audience Network to reach a larger potential audience. The campaign was broadly targeted to people in South Korea. Running over nine days in December 2019, StyleShare’s branded content campaign saw the following results compared to a previous campaign that did not use branded content:
31% lower cost per purchase
27% increase in return on ad spend
42% increase in the number of people reached
17% lower cost per add-to-cart
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