Marina de Giovanni is an Australian influencer and entrepreneur dedicated to empowering women with the Instagram campaign 'not a model'. Running her personal brand through all social media channels focusing on Instagram. Marina ran a campaign to boost ebook sales. Creating a conversion lift study helping her better understand the impact of ads in Instagram Stories. Resulting in 82% more incremental sales.
“Understanding how content performs is crucial for the success of anyone working with social media platforms, and thanks to this campaign, I have gained greater insights about the value of Stories. My team and I will definitely continue to create and test content on Instagram Stories in order to both optimise our campaigns and deliver better value to our audience.”
MARINA DE GIOVANNNI, FOUNDER, NOT A MODEL
Marina published her ebook and wanted to boost sales and better understand the value of Instagram. Focusing on Instagram stories Marina worked closely with ROAS Media. As her book teaches people how to be successful on Instagram, Marina believed that Stories would be the best way to convey her business journey.To test the impact of ads on Stories, Marina then set up two campaigns for a split test: one with Instagram Stories and one without. Both campaigns included a video ad of her briefly explaining how to grow one’s influence on Instagram. All ads encouraged people to click through to Marina’s website to purchase.The campaign then ran on Instagram and Facebook for six days in March 2020. Broadly targeting women aged 18–65 worldwide, but excluding people who had previously made a purchase on the website. Marina also retargeted ads to people who had visited the website or engaged with her posts.The split test then measured in a conversion lift study to help determine the incremental value of ads in Instagram Stories. To calculate the effect, they measured the impact of the ads in Stories and compared them to the results of the campaign that didn’t use ads in Stories.The study successfully identified the value of ads in Stories and showed that the campaign had lifted online purchases, among other favourable results:
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- 82% more incremental sales with ads in Instagram Stories
- 67% higher reach with ads in Instagram Stories
- 31% lower cost per conversion lift with ads in Instagram Stories