Instagram Ad Case Study:

Customer journey from Browsing to Purchase

Below are two case studies of a product promotion on Instagram. Samantha – our bubbly, eco-conscious twenty-something-social writer – details her customer journey from browsing and viewing an advert, all the way through to eventual purchase. Then Rachel showcases a designer furniture store story that she followed.  These illustrate how you can use your company Instagram promotion to drive web traffic, newsletter registrations and product sales.

Case Study 1:

The Cultivating Creative:
Creative writing course with Christina Macpherson

Christina Macpherson is an Australian model and writer. During the New Zealand lockdown, every day at 11am she posted half an hour of writing exercises on her Instagram stories, saving them to her Highlights so people could view them again whenever they liked. People could tune in and practice their writing alongside her or come back at a later time. From the success of this, and for the love of writing and sharing, Christina created an online course called ‘The Cultivating Collective.’ She advertised this on Instagram.

https://www.thecultivatingcreative.com

Customer Journey:

• Christina’s writing exercises during lockdown gave customers a sneak peek/free-trial into what her course would offer.
• She advertised the course on her Instagram Stories, every now and again, with a swipe up option to head to the website where the course is hosted. The website URL is also permanently in her link in bio.
• I followed her exercises during lockdown. Once lockdown ended and she stopped hosting the exercises on Instagram, I was still eager to keep up my practice and hence her course was very appealing, with the idea of all of the exercises in one place – I assume this was the case for many.
• Her course website is simple, clear and to the point – it explains the “what” and features several reviews.  You can purchase the course for $60.00 AUD. The course is four weeks in length, but once you purchase it, you have lifetime access.
• Her price is low and she compares it to buying 8 coffees with oat milk.
• A simple swipe up (or click of the link in her bio) takes you to the website page, where a basic ‘Buy Now’ button allows you to purchase the course.
• I read the online website page (it was short and sweet and didn’t take long to fill me in on what I needed to know).
• Over the next few weeks, I had the course in the back of my mind. Christina advertised it a few more times on her story which reminded me of it (not over saturated though- it was mixed in with her usual posts).
• Eventually her reminder of how much it would cost (comparing it to the oat milk coffee) got me to purchase the course.

Case Study 2:

Scout and Nimble

Scout and Nimble is an affordable designer furnishings and decor company. They are very active on their social media, especially Instagram. Almost every day they post on their Instagram story, showing you not only their product, but how it’s made and why it would be perfect for your home or space.

See below for Rachel’s experience with the brand. What a lot of trouble they went to.

Rachel viewed their story on Instagram, as she was following the brand.

Their story announced the new boucle trend.

Simple graphics illustrated the textural feel of boucle.

The use of tools and text overlays make the graphics interesting.

They’re now actively trying to get you to go to their website.

Note the arrows to “Swiping up” – a handy design trick that draws your eye to the critical action which takes you off Instagram to their website.

At the very end of the blog, there is a photo of the product the blog has focused on, which allows you to click through to the product page and purchase. They also sensibly show other products made of boucle, similar to the one just described.

They invite comment on the blog. Below this, there is a link back to their Instagram, reminding you to follow them. There are finally links to the rest of their website, including their About Page.

I like the clean design of the footer on mobile.  I think this was a well thought-out story.  They successfully showcased a trend, built engagement, and drew visitors to their website. I admit I didn’t invest in a boucle chair (though I’ve recently had a boucle suit made. Maybe I’ve been influenced subconsciously!)  However, I am a brand fan. They don’t mention anywhere where they are based. Delivery was a component that could have received a mention.