Case Study: Kiehl's achieves 8X return on ad spend and boosts customer acquisition with Instagram

Kiehl's - Customer Case Study

Kiehl’s Malaysia, the long-established skincare brand, faced the challenge of driving sales and reaching Malay customers during the competitive Ramadan shopping season amid COVID-19 travel restrictions and lockdowns. The goal was to run a full-funnel campaign that guided customers through discovery to purchase while evoking the togetherness of Ramadan despite physical distancing.

Kiehl’s created a “Virtual House” on Instagram—live events hosted by beauty advisers and creators—supported by dynamic feed and Stories ads, quizzes, sample registrations, Instagram Shop listings and an automated Instagram Direct conversational commerce flow built with Jumper.ai. The seven-week campaign delivered an 8X return on ad spend, accounted for 50% of new customers in H1 2021, attributed 59% of campaign-period online sales to Facebook/Instagram/Messenger channels, and achieved a 29% sales conversion rate from qualified Instagram Direct leads.

Kiehl's

Jesslyn Foo

Marketing Manager