161 Case Studies
Case Study: TROPICO achieves 20% lower CPM and stronger ad recall with Instagram Stories
A Instagram Case Study
TROPICO - Customer Case Study
Tropico, a fruit-based soft drink brand sold in France since 1982 and owned by the Coca‑Cola Company, launched a youth-focused “True Colours” campaign to drive brand impact among younger consumers. The team’s challenge was to evaluate whether adding Instagram Stories to their placements mix would improve ad performance and brand metrics for their target audience.
They ran a split test from June 14–July 28, 2019: one group saw ads 100% in the Instagram feed, the other saw a 60/40 split between feed and Stories. Adding Stories lowered CPM by 20%, boosted ad recall by 12 points among 15–17 year olds, and increased top-of-mind awareness by 50%.
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