Mandel began life as a passion project in search of the ultimate balance between aesthetics and functionality. Mandel’s classy, minimalist designs grab the eye without sacrificing functionality, making their creations perfect for any setting, mood or outfit.
Sometimes the stars actually align. The stars of the creative world, that is.
Instagram has always been Mandel’s go-to social media platform. After all, it’s the home of their buyer persona: European, female, 18-34, engaged shopper. Their branded images had always performed well, but they wanted to further enrich their presence with eye-catching video content. That’s when Mandel turned to Instagram Business and Foap, a crowdsource visual content platform delivering tailor-made video and imagery.
It was a perfect fit. First, Foap offered a campaign service (Product Sampling Mission) designed to specifically test the market with targeted video content. Second, drawing from Foap’s pool of 3 million creatives, the Foap creative team assembled a sample group of content creators that not only matched Mandel’s brand brief but their overall buyer persona.
And then the fun began. Mandel watched their mission gallery fill up with video content tailored to their campaign brief, all in real time. Guided by a dedicated Foap curator, Mandel selected the winning video ad with four variations in design and backing-music to be tested on Instagram across multiple European markets.
The video ads were exported seamlessly to Instagram through Foap’s content migration console, complete with custom targeting settings. From there it was just a matter of monitoring the metrics.
Instagram Insights allowed Mandel to accurately determine which of the four ad variants performed the best against certain variables (demographics, location, behaviour and interests), as well as identify Lookalike customers to target next. Armed with this data, they can now concentrate their next ad spend into campaigns that only feature the highest performing target settings. In the meantime, over just a 6-day period, their exploratory campaign delivered them:
"As a growing brand, we have to make sure that we get the most out of every ad dollar spent. That means finding ad content and a platform that speaks directly to our target group. Foap and Instagram delivered that to us on both fronts. After just 6 days we saw a 250% increase on our ROAS. Not bad!"
Monika Kalicińska, Creator of Mandel
ROAS in best-performing markets
new website visitors
new Instagram followers