Overstock Unlocks Instagram Stories


Going into 2018, Overstock was aware that—for some shoppers—the brand had developed a reputation for selling surplus older merchandise, rather than modern new items. To counter this narrative, they decided to run a campaign to change this perception, especially among their female demographic. The company had previously developed Instagram and Facebook ads that ran in feed, but for this campaign Overstock and its media agency Ocean Media decided to run vertical video ads in the new immersive full-screen Instagram Stories format.

The results of the January 1–March 31, 2018 campaign revealed an 18% increase in return on ad spend, 20% decrease in cost per acquisition & a 20% decrease in cost per click.

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