Instagram Ads success story · Women’s fashion retailer

How a fashion retailer earned 2.7X incremental return on ad spend with Instagram live video ads.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
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Beginning Boutique usually ran photo ads and Stories. For one day it went live instead: a two-hour shopping broadcast with models and sales associates, promoted with Instagram live video ads to shoppers in the US. Viewers could buy without leaving the stream.

Business: Beginning Boutique
Market: United States (brand based in Brisbane, Australia)
Goal: More online sales and engagement

Woman in a black outfit adjusting a jacket in front of a phone on a small tripod, filming a fashion video outdoors

The results.

Meta did not publish a comparison campaign. The figures are incremental: a conversion lift test compares people who could see the ads with a similar group who could not.

2.7Xincremental return on ad spend
31%lift in incremental sales (value of sales)
30%lift in incremental purchases (number of purchases)

Conversion lift test from Meta for the July 8, 2026 campaign, a single live event shown to adults aged 18 and over in the US.

The challenge.

Beginning Boutique is a women’s fashion brand based in Brisbane, Australia, founded in 2008, with sizes 4 to 24 and every piece designed in Australia. It sells through its website and a showroom in San Diego, California, with a range that runs from prom and graduation dresses to festival outfits, swimwear and casual pieces.

Fashion moves fast and attention moves faster. Photo ads and Stories gave the brand reach, but they could not show how a dress moves or answer the question that stops most online clothing sales: how will this fit me? The company wanted more purchases and engagement, and a format it could repeat for launches and seasonal drops.

Go live for two hoursModels and associates show fit, fabric and styling.
Promote the streamInstagram live video ads reach US shoppers likely to buy.
Answer questions liveViewers get answers before they check out.
Shop while watchingA link opens the website as the stream keeps playing.

What they did.

Instagram live video ads · Two-hour live shopping broadcast · Advantage+ audience

A live shopping show: Models and sales associates spent two hours on an Instagram Live broadcast showing fit, fabric, movement and styling, the things a shopper normally checks in a fitting room.
Questions answered on air: Viewers asked questions in real time and got answers before they bought, which cleared the doubts that usually end in an abandoned cart.
Ads that bring people into the stream: Instagram live video ads put the broadcast in front of people who would not otherwise have seen it, with AI-based delivery aimed at shoppers most likely to watch and buy. Advantage+ audience looked beyond the brand’s usual targeting.
Shop without leaving: A link took viewers to the website to browse and buy while the stream kept playing in the background.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Video answers the fit question: Seeing a garment on a real person, moving, from several angles, does what a product photo cannot. Fewer doubts, more checkouts.
Live creates urgency: A broadcast happens once. People who join stay to see what comes next and buy while the moment lasts.
Paid reach for a live moment: A live stream on its own mostly reaches existing followers. Ads widened the audience to new shoppers while the show was on.
Proven with a lift test: A conversion lift test showed the sales were extra sales caused by the ads, not orders that would have come in anyway.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our instagram ads management.

Plan the show: We help you plan a short, focused live event, such as a new collection, a seasonal drop or a trunk show, with a host, a run of products and clear offers.
Promote it before and during: Video ads build an audience before you go live, and live video ads pull in shoppers while the show is on. Our Instagram ads management covers both.
Make buying easy: Product links, a clean mobile checkout and tracking are set up first, so every sale from the stream is counted.
Follow up the viewers: People who watched but did not buy get a follow-up ad and, if they signed up, an email through our email marketing.