Case Study: FM Shoes achieves 11% higher return on ad spend with Instagram Stories

FM Shoes - Customer Case Study

FM Shoes is a Taiwan-based online footwear retailer (est. 2006) with its own collections and brick-and-mortar stores. To boost website traffic and return on ad spend (ROAS), the brand tested whether ads created specifically for Instagram Stories would outperform ads simply adapted to that format and whether interactive features like polling stickers would add further lift.

After a two-day Facebook sprint workshop, FM Shoes ran split tests with Story-native creative and variations using polling stickers. Ads designed for Stories achieved an 11% higher ROAS than adapted ads; ads with polling stickers drove a 16% higher ROAS and a 4× higher click-through rate, showing that native, interactive Stories creative delivered the best results.

FM Shoes

James Hong

Founder and CEO