Michael Kors Bet Big on Instagram Marquee Ads, and It’s Paying Off

Longer-form videos had strong recall in several countries

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It's been two months since Michael Kors became the first brand to test Instagram's new Marquee video ads, which it used to debut its Jet Set 6 Collection. And according to the New York-based fashion brand, tactic is paying off for the new line of shoes.

In a blog post today, Instagram said the campaign increased awareness and ad recall across four countries in which the ads ran. The videos featured American model Lily Aldridge walking, shopping, eating and cycling around Paris to showcase the various shoes and their versatility.

After the campaign, the brand saw a 22-point lift in ad recall in the U.S., a 24-point lift in the United Kingdom, a 25-point lift in France and a 30-point lift in Canada. For brand awareness, Michael Kors saw a lift across all four countries, including a six-point lift in Canada.

This isn't the first time the brand has been a pioneer in advertising on Instagram. It also ran the very first ad on the platform in 2013, featuring a high-end watch and heralding in a new era on the formerly ad-free app. (That first Michael Kors ad was met with mixed reviews, as some users pounced on the promo for abpruptly appearing in their feed.)

"We've always been early adopters of digital innovation," Lisa Pomerantz, svp of global communications and marketing at Michael Kors, said in the blog post. "We were the first brand to partner with Instagram on the launch of Instagram Ads and we're proud to be the first to launch a Marquee campaign in the UK and France." 

To drive traffic to Michael Kors's website after the campaign, the brand worked with Instagram and Facebook to create a custom audience of the hundreds of thousands of Instagram users who saw the Marquee ad. Those users were then targeted with a follow-up on Facebook, which Instagram says ultimately drove 200,000 people to Michael Kors's website over a 30-day period. That traffic helped to increase traffic to its Jet Set and shoe product pages by 2.6 times what traffic was before the campaign.

@martyswant martin.swant@adweek.com Marty Swant is a former technology staff writer for Adweek.