Case Study: GrowUs achieves 3X more purchases from website visits with Instagram video ads using product tags

GrowUs - Customer Case Study

GrowUs, a Korean haircare brand owned by Eleven Corporation that uses sea-derived thalassotherapy ingredients, sells exclusively online and depends on Instagram to reach customers. The company faced the challenge of turning casual Instagram browsers into buyers by simplifying the path from discovery to purchase and improving online conversion rates.

GrowUs ran a two-week A/B test on Instagram in June 2021 comparing video ads with and without product tags that link directly to product detail pages. Video ads with product tags drove stronger engagement and conversion: 3X more purchases from website visits, 3.7X more add-to-cart events, and 1.7X more product-detail page views, showing that Shops on Instagram plus tagged video ads improved purchase efficiency and customer engagement.

GrowUs

Youri Byeon

Brand Sales Lead