West Elm Is Lifting Sales by Using Customers' Instagram Photos in Facebook Carousel Ads

Return on spend better than normal

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West Elm, the furniture and housewares retailer, has been consistently testing user-generated content (UGC) across channels for the last few years, mining pictures from the #mywestelm hashtag. More recently, it found a sweet spot by employing UGC from Instagram posts in Facebook carousel ads, which allow marketers to use multiple images in a single ad unit which viewers can swipe through. 

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