The holiday season brought so many sales, promos, and discounts so we asked ourselves, how can we break through the noise and encourage people to turn to Microsoft Store for the best holiday deals? We decided to take advantage of the new poll feature on Instagram Story to engage with fans and promote fan-favorite Xbox One S deals in a light-hearted, fun way.
The Instagram Story was targeted to a core audience for Microsoft Store, gamers, with the intention of reaching both gift givers and gift receivers. The Instagram Story was executed in seven consecutive parts, asking questions of interest with the new Instagram Polls feature to inform about the deal.
The Instagram Story generated a total of 94,960 views at a 63% completion rate (+11% vs 2017 average). There were a total of 14,198 votes on the Instagram Story (22% voting rate) and 'Option A' won every vote. The second question on our Story received the most votes out of all the questions. The average number of Impressions per frame was 13,566. (+38% vs 2017 average)