About Crest
Crest is a practical, promising, and meticulously designed oral care product. An innovative brand with products that make oral hygiene simple, enjoyable, and pleasurable!
Requirements
The requirement of the brand was to generate online sales for their oral care products via Instagram ADS. Instagram being the most popular social media platform among their target audience i.e. Millenials and GenZ was their sole target.
Approach
We started with evaluating a dynamic advertising campaign with product-tagged ads, which let businesses tag items shown in images and videos and direct viewers to an Instagram shop for more information. If adding product tags could increase conversions while lowering the cost per purchase, that is what we hoped the test would show.
We ran a split test to compare the performance of the new campaign of ads with product tags that used dynamic ads and the catalogue sales objective. We launched a new campaign of product-tagged ads using dynamic ads and the catalogue sales objective. Both campaigns included a carousel of picture advertisements showcasing cosmetics from the company’s product line.
We made sure that the advertising budget for each campaign exceeded 1,000 conversions in the first week in order to determine precisely how the addition of product tags affected conversions. The team also configured the campaigns so that they shared a Custom Audience of users who had recently visited the website. Both campaigns also featured a call-to-action button that urged viewers to shop right away and pointed viewers to the Crest Instagram Shop.
The split test results after two weeks revealed that product tags in ads successfully increased conversion performance by bringing in more online sales at a lower cost per purchase. We then scaled this ad campaign and helped the brand drive online sales.
