Finding the perfect fit with #SuccessStories from Express (@express). The US fashion retailer tried on Instagram video and photo ads to increase store sales. “Our goal was to drive net new shoppers—those who had never shopped at our stores before—to our brick-and-mortar locations,” says Amber Yerary, Express Director Performance Marketing and Analytics. Together with Facebook and VaynerMedia, Express designed an Instagram ad campaign focused on influencing shoppers and promoting in-store visits and purchases. For their campaign, Express was excited to test Facebook's store sales optimization—a feature that uses machine learning to help retailers show ads to people most likely to make in-store purchases, even if they are not existing customers. Their ad's messaging emphasized how the fashion merchandise was designed to fit people’s personal styles and professional schedules, and each ad had a "Shop in-store now" call-to-action button that opened to a store locator information page to find the closest retail location. “Partnering with VaynerMedia, we conducted a conversion lift test to determine whether using Facebook store sales optimization feature could entice more in-store visits and purchases. The strong results prove the power of using this strategy in retail.” Express showed the ads to US adults aged 18–44, as well as to those with an interest in Express, Express’ competitors and fashion retail, in Instagram feed and Facebook News Feed. The conversion lift study results for the one month campaign revealed 2.5% lift in net new in-store customers, 10.3% lift in online net new customers and 4.7% lift in net new total customers (online and in-store).