Vanity Planet Records a Glamorous 1.88 ROAS with Instagram Stories - SteelHouse

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Industry

Beauty & Skin Care

Objective

Drive New Site Traffic & Purchases

Solutions

Instagram Stories


“We are super thankful we were able to test an Instagram Stories campaign. Not only were we able to introduce ourselves to tens of thousands of new potential customers, we also saw a very clear and immediate lift in total sales coming from Instagram in both our paid and branded efforts.”

Joel Stanton

Vanity Planet

Instagram Stories Ad Results

  • Click Through Rate: 0.62%
  • ROAS: 1.88
  • Reach: Over 400,000 New Users

Bring on the Challenge

Vanity Planet was looking to build awareness for their beauty products amongst prospective customers, and drive them to eventually make a purchase. With Instagram Stories’ full-screen video experience, they hoped to engage prospects and test different creative elements to see what resonated best with their audience.

Enter SteelHouse

SteelHouse built a custom look-alike audience based on the attributes of customers who had recently made a purchase, and then layered on demographic targeting to refine the audience. Past purchasers, recent site traffic, and users who had liked the Vanity Planet Facebook page were excluded from the audience to ensure the campaign was only reaching new users.

Two pairs of ad units were split test; the first pair of ads featured a makeup palette, while the other showcased multiple beauty products. Each ad utilized video and the boomerang effect, with text overlays positioned above the CTA to help draw attention and drive more clicks.

The Results

Vanity Planet enjoyed strong performance with Instagram Stories, earning a 0.62% CTR and beating out CTRs driven by Facebook video retargeting and prospecting. They increased revenue from the “link in bio” section by 3X, and finished with a 1.88 ROAS. They also saw an increase in their number of Instagram followers, adding roughly 50 followers a day from those served the ads.

By using an engrossing, full-screen video format, Vanity Planet increased engagement and created real value for their brand. They plan to continue using Instagram Stories to drive new business and introduce themselves to more future customers.

“We are super thankful we were able to test an Instagram Stories campaign. Not only were we able to introduce ourselves to tens of thousands of new potential customers, we also saw a very clear and immediate lift in total sales coming from Instagram in both our paid and branded efforts.”

Joel Stanton

Vanity Planet

Instagram Stories Ad Results

  • Click Through Rate: 0.62%
  • ROAS: 1.88
  • Reach: Over 400,000 New Users

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