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Little Mistress fashion for everyone

by Kirsten Coventry

Fashion for everyone

This luxury fashion ecommerce brand increased Black Friday sales by 94% compared to the previous year after using polling stickers for its ads in Instagram Stories.

THE STORY

Fashion for everyone

Little Mistress is a women’s fashion label that turns the latest catwalk trends into accessible and affordable luxury clothing. With a focus on occasionwear, it retails its collections through its own stores in the UK, Dubai, Saudi Arabia, Qatar, Bahrain and Greece, its online retail partners (ASOS, Zalando, Next and Very), and also through its own website.

THE GOAL

Raising campaign awareness

Little Mistress wanted to reach its target audience of ethical fashionistas with its “Party Guilt Free” campaign featuring collections that are made with recycled materials and designed by notable influencers. It also wanted to prove the incremental value that Instagram ads have for the business.

THE SOLUTION

Asking engaging questions

Little Mistress wanted to showcase its products whilst pushing an ethical message to the fore. Working with Visualsoft, the brand was selected for a fully funded Instagram product test and together, developed a campaign for Instagram Stories using interactive polling stickers. Little Mistress used the polling stickers to ask people to guess how many recycled plastic bottles were used to create a series of outfits from its collection. This interactive element on top of product images made the campaign more memorable, especially as the high number of recycled bottles was typically a huge surprise.

The ad was designed to match the bold, high-impact nature of Little Mistress designs. After the polling stickers, an endscreen featured the words “Party Guilt Free with our new sustainable collection”. They were then instructed to swipe up to visit the Little Mistress website.

This product test helped Little Mistress reach a huge audience that it would not have otherwise, increasing awareness significantly, and later incorporated the test into its Black Friday sales strategy by retargeting ads to this audience. The company ran a conversion lift study to measure the impact of the Instagram ads during its October 24–November 7, 2019 campaign, which achieved:

24% lift in “add to cart” conversions from best-performing ad

94% increase in Black Friday sales compared to the previous year

2.8 million people reached

The “Party Guilt Free” campaign has been a fantastic success for us—working with Visualsoft and Instagram has provided a considerable boost in sales. After initially being unsure of the value of paid social media, Visualsoft was able to provide proof of actual monetary value, and a considerable difference to our bottom line.

~Fabio Cancemi, Head of Ecommerce and Digital Marketing, Little Mistress