Discover How Instagram Is Taking Brands To The Next Level
Instagram is renowned as a place for creativity, community and culture. And as these forward-thinking brands show, that powerful combination can solve a range of marketing puzzles and deliver spectacular results.
Instagram offers an array of creative tools for the results-driven marketer that few other platforms can match.
From Stories to Reels, Instagram Live to augmented reality, and content collaborations with influencers, brands can interact with their community – and attract new fans – in many inventive ways.
With so many options to innovate, marketers can inspire campaigns that get their brand noticed and deliver strong business results.
The following case studies are just two examples of brands that have turned to Instagram to supercharge their results.
Nestlé KITKAT
The pandemic has thrown up many challenges for the physical retail sector, lockdowns chief among them.
Streets emptied, stores closed and cash tills went quiet. In 2020, the effects were felt especially over the commercially-critical Christmas period.
While some brands brought the shutters down and waited for the storm to pass, others sought innovative solutions. And for Nestlé Australia, that meant leaning into Instagram.
In the run-up to Christmas, Nestlé traditionally opens its KITKAT Chocolatories – physical stores where shoppers can explore the KITKAT world.
But with the pandemic forcing people to stay indoors, Nestlé marketers sought creative solutions. If people couldn’t visit the chocolatories, perhaps Nestlé, Facebook and Instagram could take the chocolatories to the people?
And by utilising Facebook Live and Instagram, they did just that.
The vision was brought to life through a real-time festive event, ‘Live from the KITKAT Chocolatory’. This experience featured a host of creators engaging with the Nestlé community and gave consumers a virtual tour of the KITKAT Chocolatories.
To generate awareness and to build anticipation, Nestlé teamed up with creators and tagged in creative tools including Instagram Stories and polling ads.
And to illustrate Instagram’s creative possibilities, viewers also became part of history – by creating the first-ever crowd-sourced KITKAT using Instagram polling. Consumers could be sent the finished product they’d helped design simply by leaving a comment.
And to further drive sales, Nestlé ran product ads and special offers that enticed consumers to visit its virtual shops on Facebook and Instagram.
The imaginative campaign – from event creation through to purchase – led to some sweet results. Onlines sales lifted three times and there was a 35 percentage point rise in ad recall and a 6.7 point lift in awareness1.
Sweat
Aussie fitness innovator Sweat was another brand that successfully tapped into Instagram’s marketing tools to inspire consumers and lift engagement.
Formerly known as Bikini Body Guide (BBG), Sweat achieved its goals by enlisting the help of its Instagram community in launching a new program, BBG Zero.
The fitness brand kicked off its mission to drive app downloads by encouraging fans to share uplifting stories about BBG and how it had transformed their lives.
Heartfelt and passionate content from six Sweat fans from around the globe featured in an Instagram Video docuseries – a first for Sweat. This prompted conversations with its wider community through Live Chat sessions with Sweat founder and influencer Kayla Itsines.
To broaden the audience reach, Sweat used snippets of the highest-performing docuseries content as paid advertising in Instagram Stories and Feed.
Additionally, it collaborated with sticker artist @badassfemme to interpret member posts and create a Stories sticker pack. Armed with this creative gold dust, more people began to post and the Sweat message spread.
Sweat’s approach, shall we say, worked out. The brand reported a 91 per cent increase in link clicks, a 12 per cent decline in cost per install and a 31 per cent lift in trial-to-paying rate2.
Great ideas and game-changing results
For marketers, Instagram is not only a platform for showcasing memorable creative and driving consumer engagement, but one that solves business challenges too.
By harnessing its helpful tools, Instagram campaigns can provide your business with positive results and ultimately strengthen your brand.
To learn more about how Instagram can power your marketing, check out the brand new how-to guide.
Sources:
- Facebook Brand Lift Study (Dec 2020), compared to the Facebook CPG industry average, Facebook Brand Lift Study (Dec 2020).
- Facebook SWEAT Case Study, 2020.
Please login with linkedin to comment
BBG Bikini Body Guide Instagram Instagram Feed Instagram Live instagram reels Instagram Stories Instagram Video Kayla Itsines kitkat KITKAT Chocolatories KITKAT Chocolatory Nestle Nestlé Australia SweatLatest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.