Case Study: ASUS achieves 426X lower cost of purchase intent with Instagram

ASUS - Customer Case Study

ASUS France, an award‑winning technology leader, wanted to refine its influencer marketing on Instagram Stories to see which mix of ASUS‑branded and influencer‑generated content best drove awareness, consideration and purchase intent.

Working with popular creator Stéphane, ASUS ran three ad types across Instagram Stories—ASUS‑branded posts on the ASUS handle, branded content ads featuring the influencer on the ASUS handle, and branded content posted on the influencer’s handle. The test showed branded content from the influencer run on ASUS’s handle delivered a 426× lower cost of purchase intent; ASUS content on the ASUS handle drove a 5.3‑point lift in ad recall; influencer content on the influencer’s handle produced a 3.9‑point lift in favourability; and influencer content achieved 2× higher favourability versus ASUS‑only content.

ASUS

Jeff Lee

Head of Social, Influencer and Media Buy