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Case Study: Advertising on Instagram (Custom Furniture Product Line)
Custom Furniture Product Line with “Strikethrough Price” Banners)
Project Topic: Custom-made furniture services.
Project Description (problem): Our company embarked on an advertising campaign on Instagram to promote our new custom furniture product line. The website had already been optimized for SEO, and a new section called “Model Range” was added, which would be the focus of the traffic driven from Instagram.
Service: We were approached with a request to advertise the products from our new model range of furniture on the social media platform Instagram. Initially, we created a company page on Instagram (the company already had a Facebook page). The Instagram profile was then filled with basic information about the company and its products. Following these preparatory steps, we proceeded to launch the advertising campaign on the social media platform.
Region: Kyiv and the surrounding area.
Duration: April, 2019.
Daily Budget: Initially set at $30 to analyze which of the banners was more successful and effective.
Goals and Objectives:
- Drive targeted traffic to the website from social media platforms.
- Increase the number of completed purchases made on the website.
Completed Tasks:
The advertising campaign was launched through Facebook Ads Manager. The following parameters were set for creating the advertising campaign:
Campaign Objective: Increase website traffic.
Bid: Minimum bid strategy.
Daily Budget: $30 for the entire campaign duration.
Region: Kyiv and the surrounding area.
Audience: Men and women, aged 18-65+.
Placement: Instagram platform only.
Ad Format: Single image with two variations (different color schemes in the banners).
Call to Action: Shop Now.
Compelling ad copy was also written for the advertisements.
Results
Since we conducted an analysis of two banners to determine the most effective variant, here are the statistics for both ad sets:
Banner 1
Throughout the entire advertising campaign, it reached 15,919 unique Instagram users. Among them, there were 237 link clicks, meaning clicks on the “Shop Now” button leading to the company’s website. The total expenditure on the advertising campaign was $15. Therefore, the average cost per result, which is the cost per click, is approximately $0.06..
Demographic breakdown:
Regarding Banner 1, it attracted the attention of 15% of men and 85% of women. The highest number of clicks came from women aged 25-34. This age segment accounted for 27% of all clicks.
Placement breakdown:
Since the advertising campaign was launched exclusively on Instagram, all the reach and engagement came from this social media platform.
Banner 2
Throughout the entire advertising campaign, it reached 16,448 unique Instagram users. Among them, there were 185 link clicks, meaning clicks on the “Shop Now” button leading to the company’s website. The total expenditure on the advertising campaign was $15. Therefore, the average cost per result, which is the cost per click, is approximately $0.08.
Demographic breakdown:
Regarding Banner 2, it attracted the attention of 17% of men and 83% of women. In this banner, the clicks were distributed among the female audience in the following age segments: 18-24, 25-34, 35-44, and 45-54.
Placement breakdown:
Since the advertising campaign was launched exclusively on Instagram, all the reach and engagement came from this social media platform.
CONCLUSION:
- Two banner variations with the same targeting were launched to evaluate which option is more effective.
- Banner 1 had more clicks (237) and a lower cost per click ($0.06), making it suitable for future broader advertising campaigns on social media.
- Banner 1 attracted the attention of women, while Banner 2 was more appealing to the male audience. This distinction is particularly important when there is a clearer customer profile. However, for our purposes, Banner 1 proved to be more effective.