Instagram Is Key For Brands Wanting To Reach Millenials

Paris, France - May 27, 2012: Close-up of the Instagram application start page on the screen of the iPhone 4s. Tilt shift lens used to accent Instagram logo and sublime toned filter applied for more natural effect.
SHARE
THIS



Not only has Instagram uncovered our love of square photo aesthetics, but the mobile-only photo sharing platform owned by Facebook is redefining how many brands create content and market themselves, as revealed at Instagram’s #BrandBeyondWords event in Sydney.

A recent study by Instagram titled Coming of Age on Screens found that the 13-24 year-old audience is especially engaged on Instagram. “They are checking the app on average five times per day. 42% of those surveyed said they’re regularly engaging with brands [on Instagram],” said Sophie Blanchford, brand development at Instagram. She says this demographic in particular is a tough market for brands to reach and engage.

“Brands are such an important part of the Instagram community. Long before we started testing ads, brands were some of the early adopters of the platform when we rolled out for years ago,” explained Blanchford.

One of the core values of the photo-sharing platform is ‘inspiring creativity’ and that’s the opportunity Instagram sees for brands. “They can take their message and have it be shown in a space where users spend so much time crafting and curating their own experience,” said Blanchford.

“Ads that have run are very much like a regular organic post with the exception of the ‘sponsored’ label on the top right hand side. It’s the same visual, high quality experience that I would expect as a community member from any of the accounts on my Instagram feed. The creative bar is set really high because that’s what the community demands.”

Instagram Australia ran its inaugural ad campaign in the first week of October 2014 with ice cream brand Ben & Jerry’s. “We have 10 ad partners that are running ad campaigns at the moment, with a few more to launch in December which will really round out our launch for Australia.”

Blachford says the the ealry results are promising. “Instrgam is a really vital asset for marketers in Australia, the same we’ve seen in the US and the UK before us.  Measurement is a strong component of all the campaigns that we’ve run to date. Every campaign we’ve run, we’ve partnered with Neilsen to run brand effect studies.”

She explains metrics like followers, likes and comments are all “nice to have” – but argues the real measurment of success is the shift and impact a campign is having.  “It’s ad recall, message association, product awareness, consideration for purchase intent, the kind of stuff that really matters to brands.”

Tourism Australia recently wrapped its Instagram campaign which aimed to highlight lesser-known, yet equally beautiful Queensland destinations to tourists. “It really made a splash with Aussie travellers. The brand reached over 770,000 people in their target audience aged 25-54 in Australia,” said Blachford, who saw a 25 point lift in recall for Tourism Australia. “They will soon roll the campaign out in other Instagram markets overseas.”

According to the IAB Nielsen Mobile Panel Pilot study on Australian smartphone users 18 and over, Australians are spending one out of every three minutes on Facebook or Instagram, and with this, Ben & Jerry’s saw real value in launching its new ice cream flavour; Chubby Hubby on the photo sharing platform.

“At Ben and Jerry’s we’re more than just chunks and swirls, We’ve got really strong brand recognition. We’re  a colourful brand, we have wonderful assets that are recognised around the world,” said Kalli Swaik, Ben & Jerry’s Australian brand manager.

“Our rolling hills and fluffy clouds translates into this visual so it makes sense for Ben & Jerry’s and Instagram to become best friends.”

Swaik explains why it’s a no brainer for Ben & Jerry’s to launch a campaign on Instagram. “Our fans out there love taking photos of their icecream experience… it’s that whole food-photo trend.” The challenge for the ice cream brand is that they’re still quite new at five years-old in Australia. So by partnering with Instagram, they hope to increase brand awareness. If a recent Ben & Jerry’s campaign on Instagram in the States is anything to go by, they’ll do well. “In the US, they had a similar objective, to launch a new flavour,” said Blachford. “The brand saw a 33 point lift in ad recall and 17% lift in people becoming aware of the flavour and its association with the Ben & Jerry’s brand.”

“We haven’t seen the results from this [Australian] campaign yet but we have acquired 10,000 new fans,” said Swaik.

Latest News

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Nielsen, Ispsos & The Readership Works Evolve emma Readership Data Offering
  • Media

Nielsen, Ispsos & The Readership Works Evolve emma Readership Data Offering

The Readership Works (TRW), Nielsen and Ipsos have announced a strategic collaboration with Australia’s news media industry to deliver a ‘single source of truth’ in measuring, understanding and reporting Australian consumers’ increasingly fragmented engagement with brands and content. This evolution sees Nielsen now leading the fusion process that brings together accredited readership data, emma (Enhanced […]

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud
  • Media

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud

Network Ten has announced it has commissioned a new family entertainment series which will premiere on Ten and the WIN Network later this year. Game of Games is based on the US show of the same name, which only launched in January this year. The US show is produced by Warner Horizon Unscripted & Alternative […]

m2m Drives Away With $51m Hyundai Media Account
  • Media

m2m Drives Away With $51m Hyundai Media Account

Media agency m2m has been awarded the Hyundai media planning and buying account. The agency, under Omnicom Media group, was up against incumbent Initiative and Havas, with Hyundai’s Innocean Australia handling the pitch process. Speaking to B&T, a Hyundai spokesperson said, “We’d like to thank Initiative for their sterling service over the last 10 years – […]

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]

WPP AUNZ Launches ‘The Bond & Associates’
  • Advertising
  • Marketing
  • Media

WPP AUNZ Launches ‘The Bond & Associates’

Advertising conglomerate WPP AUNZ has launched an innovative new stakeholder and community engagement practice called The Bond & Associates. Led by newly-appointed national director and former Newgate Australia adviser Gail Morgan (pictured above), The Bond & Associates will provide a complete solution for both government and private sector clients involved in complex public projects and […]

MYOB Partners With Network Ten’s Shark Tank
  • Marketing
  • Media

MYOB Partners With Network Ten’s Shark Tank

Accounting software provider MYOB has announced it has signed as a major sponsor of Shark Tank on Network Ten, which returns to screens tonight. In its fourth season, Shark Tank continues its format of having budding business owners and entrepreneurs pitch their ideas to the ‘sharks’, who have invested $21 million of their own money […]

Aussies Back ABC Over Budget Cuts
  • Media

Aussies Back ABC Over Budget Cuts

A new poll has found a resounding 70% of Aussies oppose cuts to the ABC despite only 7% actually bothering to watch.

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC
  • Advertising
  • Campaigns

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC

Leading comparison service comparethemarket.com.au has launched its latest TVC nationwide to announce its dream Safari holiday competition. The TVC – ‘Safari’ – which sees the meerkats back in their ancestral home ‘selflessly’ test-driving the amazing Safari trip that is up for grabs for one lucky winner. Narrowly avoiding an elephant trampling their picnic, an inquisitive […]

Women In Media Profile: Lauren Nicole
  • Media

Women In Media Profile: Lauren Nicole

We'd like to say B&T provides a delightful high tea for all Women In Media interviewees, but it'd be a scandalous lie.

by B&T Magazine

B&T Magazine