Essential Summer Products for E-commerce: An Instagram Ad Campaign Guide

Product 1: Telescope, 26-day campaign, 5.1 million+ impressions.

This is an Instagram ad for a telescope called MY JUNIOR. As the name suggests, this telescope is specifically designed for children aged 6 to 14, with selling points of excellent observation effects and a compact and lightweight design. It features 7x magnification, a 28mm lens diameter, and weighs 480g. It is priced at approximately $520 and comes in two colors: Jungle Green and Glacier Blue. The target audience is parents who want their children to develop a love for exploring nature.

The brand behind this product is SWAROVSKI OPTIK, a company known for developing and selling high-end, mid- to high-precision long-range optical instruments, including binoculars, monoculars, rifle scopes, and optical instruments. MY JUNIOR is the brand's first children's binoculars, launched in May 2024.

This Instagram ad began running in early May, targeting 14 countries including the United States and the United Kingdom. The video cover shows a child lying in a forest looking into the distance, with binoculars hanging around their neck. The large caption at the top, "Ready for a new adventure?" highlights the theme of the video—a story about a child exploring the forest.

The video consists of two perspectives: one showing plants observed through the binoculars, and the other showing the parents' view of the child running freely in the forest, emphasizing the joy of exploration brought by the binoculars. The last three seconds of the Instagram ad reveal the product and the promotional message, "Discover your next adventure," creating a sense of full-circle storytelling.

Product 2: Magnetic charging pad, advertised for 24 days, with over 1.3 million impressions.

Seeing the Casetify logo in the top left corner, it’s clear this is an Instagram ad for mobile accessories. What exactly is the accessory? Viewers unfamiliar with the brand might need to watch the entire video to get it—it’s a magnetic charging pad. By using a MagSafe phone case, the phone case attaches to the charging pad connected to a power source, and it starts charging automatically.

Why is such a small charging pad priced at $42? Besides brand premium, its selling points include a stylish appearance, fast charging speed, and strong magnetic adhesion. The metal parts are made of recyclable aluminum, appealing to environmentally conscious consumers.

The charging pad designs come in three types: original brand designs, designer collaborations, and custom designs, with many consumers treating it as a fashion item. The maximum charging power is 15W, lower than Apple’s fast charge at 20W but higher than standard 5W charging. A noteworthy safety design is the anti-slip coating on the bottom of the charging pad, reducing the risk of phone damage from bumps.

The creative video for this Instagram ad features a cover image of a red and pink patchwork charging pad in a swaying motion against a background of different shades of green—simple but not monotonous. Five colorful charging pads hang naturally in a row, changing patterns upon collision, creating an interesting visual effect.

The video is only 10 seconds long, very fast-paced, fitting Casetify’s stylish and trendy tone. The quickly changing images are cleverly designed to increase the difficulty of seeing the patterns clearly, enticing interested viewers to watch repeatedly or click to visit the website for more designs.

This product is quite unique—shampoo powder from The Powder Shampoo, replacing the usual liquid shampoo. The brand’s main product is the green bottle anti-dandruff formula, with the main ingredients being thyme and tea tree extract. Its selling points are plant-based ingredients that care for hair and scalp, offering anti-dandruff, antibacterial, and hair growth benefits, and powder lasting longer than liquid shampoo—100g ($29.6) can be used for 100 washes, equivalent to three months’ worth of shampoo.

The video cover leaves a strong first impression with its beautiful packaging and rich foam. Various colors of packaging appear one after another, with the background colors changing rhythmically with the music, creating a dynamic feel.

The 25-second video for this Instagram ad showcases seven types of shampoo powder, with bottle colors matching the background colors and plants, enhancing memory and highlighting natural plant ingredients like tea tree (green), bergamot (bright yellow), and lavender (purple). The product’s main selling points, such as leak-proof, plastic-free, and reusable, are displayed prominently.

Compared with the product introduction on the official website, the three main selling points—plant-based ingredients, durability, and multiple benefits—are only partly reflected in the Instagram ad, with more emphasis on the foam and beautiful packaging, which are less critical selling points.

The foam and packaging have strong visual appeal, and the brand aims to attract viewers by focusing on these low-cost, visually striking elements to arouse interest and guide them to the product details page for more information. If this is the strategy, adding more guiding content to the Instagram ad to increase click-through rates to the website would be beneficial, such as promoting a buy-one-get-one-free limited-time offer (which indeed exists on the website).

Product 4: Portable Mini Tea Set, advertised for 20 days, with over 937,000 impressions.

This set of mini portable tea sets is called Nomad, from Teatsy, a tea set brand founded by a group of Chinese students in 2019. The teapot and cups are made of natural materials like ceramics, glass, and bamboo. 

Notably, despite the minimalist design, functionality is not compromised. For example, the handle part—unlike the typical curved handle, this teapot’s handle is a bamboo strip around the pot body. Pinching this part to pour tea achieves the same anti-scalding, non-slip effect as a protruding handle but takes up less storage space.

For outdoor tea enthusiasts, the smaller the tea set, the better. The cylindrical protective case is lightweight and shockproof, with a carabiner for easy attachment to a backpack, making it convenient to carry outdoors. One teapot comes with three cups, priced at approximately $40.

The video cover shows a group photo of the product, with three cups, one teapot, and a hand holding the protective case, quickly conveying that this is a portable tea set. The video then shows the tea-making process and the design details inside and outside the teapot.

The video highlights many user-friendly design details, such as the bamboo handle and the cylindrical handle on the lid that can be stably placed upside down to hold the tea strainer, solving the problem of placing it directly on the ground/table and causing hygiene or water leakage issues. Unfortunately, these details are not emphasized in the Instagram ad, making them less prominent.

BigSpy: A Useful Advertising Creative Tool

All these Instagram ad materials were downloaded from BigSpy, hoping to provide sellers with some inspiration for product selection and ad creation. If you are also a seller mainly advertising on Instagram, we recommend registering and logging into BigSpy, which updates over a million ad materials daily and will surely help your business.