Targeted advertising on Instagram for premium men's atelier IDOL CONCEPT
How to increase the number of requests by more than 350% in just 2 months and reduce the cost of a message by more than 40%
Client: premium men's atelier in the luxury fashion niche.
Issues:
- narrow audience (men 30+ with high income), respectively, high cost per impression and targeted actions in advertising;
- binding to the location, the need to take measurements, which further narrows the audience by place of presence.
Duration: 2 months.
Over two months of cooperation, we managed to significantly increase the number of requests through social networks and improve their quality:
- the number of requests increased from 54 to 191 (+353.7%);
- the price per message decreased from $7.48 to $3.18 (-41.1%).
We managed to get regular monthly appointments in the advertising studio.
1. At the initial stage, we developed test layouts in colors associated with a higher price and corresponding text.
2. We created appropriate audiences: broad (by position) and narrower (by interests) to highlight a more solvent audience, and we carried out a test launch.
Activity has improved significantly compared to the previous self-launch of the client. However, the quality of requests did not increase, and the insolvent audience continued to write.
3. We decided to completely change the approach to layouts and creatives in ads and expand the audience by involving more interests in order to reach the desired target audience.
New advertisements were prepared in the “Carousel” format, demonstrating a variety of jackets, blazers, and suits that a potential client could view. We removed the text from the creatives, leaving only the presentation of clothes and modeling shoots. The texts of the advertisements added a more informal, direct appeal to the audience and began to give details about the brand and the high level of quality of the products.
The first results were positive, so we continued to work on optimizing advertising campaigns, namely:
- we left only Instagram Direct and turned off Facebook Messenger, because the majority of non-targeted requests were from Facebook;
- optimized by device, leaving only iOS.
The advertising campaign was able to better optimize the performance of impressions on a solvent audience using iOS.
Independent launch of advertising by the client:
The first month of cooperation:
The following month, we continued our collaboration and began working on scaling the results:
1. At the initial stage, we developed test layouts in colors associated with a higher price and corresponding text.
2. We created appropriate audiences: broad (by position) and narrower (by interests) to highlight a more solvent audience, and we carried out a test launch.
Activity has improved significantly compared to the previous self-launch of the client. However, the quality of requests did not increase, and the insolvent audience continued to write.
3. We decided to completely change the approach to layouts and creatives in ads and expand the audience by involving more interests in order to reach the desired target audience.
New advertisements were prepared in the “Carousel” format, demonstrating a variety of jackets, blazers, and suits that a potential client could view. We removed the text from the creatives, leaving only the presentation of clothes and modeling shoots. The texts of the advertisements added a more informal, direct appeal to the audience and began to give details about the brand and the high level of quality of the products.
The first results were positive, so we continued to work on optimizing advertising campaigns, namely:
- we left only Instagram Direct and turned off Facebook Messenger, because the majority of non-targeted requests were from Facebook;
- optimized by device, leaving only iOS.
The advertising campaign was able to better optimize the performance of impressions on a solvent audience using iOS.
Comparison of advertising campaign indicators before and during cooperation with us
Independent launch of advertising by the client:
The first month of cooperation:
The following month, we continued our collaboration and began working on scaling the results:
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