Dive Brief:
- Instagram says that Michael Kors’ use of the platform’s new Marquee video ads produced double-digit lifts in advertising recall in the U.S. and three other markets.
- The campaign touts Michael Kors’ new shoe line, the Jet Set 6 Collection, with video ads of model Lily Aldridge touring Paris on foot and bicycle.
- Michael Kors is a leader in producing advertising designed for new-media platforms such as Instagram, where it was the first brand ever to advertise.
Dive Insight:
Instagram says its Marquee video ads have helped Michael Kors build recall and brand awareness for a new line of shoes in the four markets they’re running. An ad featuring Lily Aldridge wearing several styles while walking and biking throughout Paris produced 22-point lift in recall in the U.S.; recall went up 24 points in the U.K., 25 points in France and 30 points in Canada. In awareness, Canada led with a six-point gain.
“Our new Jet Set 6 imagery featuring Lily Aldridge in Paris is perfectly suited for the Instagram experience, because it combines a dynamic and gorgeous community member, beautiful locations and great shoes—themes that always do well on the platform,” Lisa Pomerantz, Michael Kors’ senior vice president of Global Communications and Marketing, said in Instagram’s blog post.
Michael Kors sponsored the first ad ever run on Instagram in 2013, and is an eager early adopter of new platforms to tout its products. To spur conversions and sales, viewers of Jet Set 6 Collection ads were retargeted with a follow-up on Facebook, which directed some 200,000 people to the Michael Kors website in 30 days, according to Instagram; Jet Set pages realized 2.6 time more traffic than before the campaign.