Raising Brand Awareness Using Social for UK Exposure
The Rainforest jacket is one of Napapijri’s best selling and iconic products in mainland Europe, so the focus of this campaign was to push the product in the UK.
We launched a brand awareness piece using the Stories ad placement in Facebook Business Manager to deliver as many impressions as possible, focusing on users aged between 16-34 in the UK who wear streetwear and had never been to the Napapijri website.
Initially, we tested Snapchat and Instagram placements. Utilizing past learnings, we only ran video ads as they have a much stronger performance than static images. Instagram has a much more innovative platform, with a variety of different formats which aren’t available on any other platform. However, Snapchat is a powerful tool with a large youth audience which was incredibly lucrative: particularly for this campaign.
After the campaign kicked off, Facebook launched their own version of Stories, so to make the most of this, we decided to run a second test between Facebook and Instagram. Due to limitations in functionality within Facebook’s platform, we could only use single static images to accurately compare the performance between the two platforms. There was also no option to manage the Facebook campaign on its own; it had to be included alongside Instagram targeting, which gave us much less control over the budget.