Beautiful Instagram posts and Stories drove thousands of Selfridges customers to shop – and a return on ad spend 46x higher than average.
For many marketers, return on ad spend (ROAS) is the most important metric to track in a campaign. It indicates how much their investment in ads generated in sales revenue and ultimately, how effective a campaign was for their brand.
It’s measured by money in and money out. In this case, for Selfridges, the campaign generated £113 for every £1 invested.
Objective
The legendary UK department store was launching a Tarot edit for Valentine’s Day. Selfridges needed a campaign that would drive awareness of this edit, reach their target customers – and drive traffic and sales on their e-commerce platform.
Strategy
Toolkit
- Managed campaign
- Influencer marketing
- Boosting
11 influencers were selected from Vamp’s vetted community. This creator squad included influencers who had performed strongly in previous Selfridges campaigns – as well new profiles who embodied the Valentines Day concept.
Each created beautiful content, shared organically with their engaged Instagram followers. Then, to extend their reach and impact, Vamp boosted the posts, targeting Selfridges’ desired customers directly.
Results
This blend of authentic content, which shared influencer’s unique stories and experiences, with strategic targeting, drove incredible results for Selfridges.
- 113x ROAS (46x higher than industry benchmark)
- 1.9% engagement rate (more than 3x higher than industry benchmark)
- 6.5k adds to cart
What other brands can learn from this campaign
#1 Brand alignment is key
This strong brand alignment meant influencers were super engaged, over-delivering an additional 36 pieces of content in many cases. It also meant the sponsored content felt natural and authentic, generating high levels of engagement among their followings.
#2 Focus on quality
Selfridges chose creators who could create high-quality content and knew what kind of images and aesthetic would capture attention on Instagram. These captivating assets were central to the campaign’s success.
#3 Target, don’t hope
When it came to ensuring their target customer saw the content they had invested in, Selfridges weren’t taking any chances. They chose Vamp’s boosting option to reach key demographics and effectively drive them to shop.
