I worked on launching the first Instagram campaign for ASD Market Week for their March 2016 trade show. We had been running successful attendee registration campaigns on Facebook, so launching on Instagram was an exciting next step for this client. We crafted a launch strategy to maximize our budget, optimize creative/copy, and lower cost-per-lead over the lifetime of the campaign. 

Because Instagram was a new platform for the client, it was important to emphasis the importance of creative testing to understand audience interest and achieve the highest CTR %, especially with ASD's unique retail buyer audience. Our winning ad is the first ad set in the gallery. We also created a custom mobile landing page to capture attendee registrations. Results for Instagram and Facebook campaigns are below. 

Audience Segment

• Fashion Accessories Retail Buyers

Targeting

• Look-a-like audience targeting based on converted ASD alumni custom audience from Facebook campaigns

Ad Creative Testing: Compelling, Visual

We created custom ads that are gorgeous and well-suited for Instagram, testing varying types of creative from high-end art direction to kitschy, bright and colorful - given the visual nature of the platform and the audience on this platform.

Instagram Results

• 567 conversions

• $9.47 CPA

Facebook Results

• 13,713 conversions

• $4.12 CPA