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The 33 Best Instagram Case Studies From The World's Best Brands
With over 800 million monthly active users, Instagram continues to be one of the best places for brands to invest in native ads, create branded content, or develop influencer marketing campaigns with today's top Instagrammers.
To illustrate how today's biggest global brands are leveraging the reach and engagement of the Facebook-owned photo-sharing app, we've compiled a list of over 30 Instagram case studies, including each campaign's creative strategy, examples of how companies created their brand-sponsored content (with and without digital influencers), and the results for each marketing initiative.
Instagram Case Studies From Top Brands & Campaigns
1. Adidas #MyNeoShoot Instagram Case Study
Adidas generated excitement for Adidas Neo, its new division of youth-targeted products, by creating an Instagram campaign completely ran by social media users and influencers called #MyNeoShoot.
2. Airbnb’s Celebrity-Focused Instagram Marketing Strategy
Airbnb created sponsored content with Lady Gaga, Justin Bieber, Kim Kardashian, and other top celebrities to achieve immense brand exposure on Instagram.
3. How Top Social Influencers Help Airlines Soar
See how airline companies British Airways, Alaska Air, & Qantas partnered with top social influencers for sponsored Instagram content that leveraged the social stars' vast social audiences to increase brand engagement.
4. How Red Bull, Reef, and Alex & Ani Marketed At Bonnaroo
Brands such as Red Bull, Reef, and Alex and Ani capitalized on the social trend surrounding the Bonnaroo Music Festival by collaborating with social media starts to create brand-sponsored content while at the event.
5. Amazon’s Marketing Strategy With Social Media Influencers
Amazon’s marketing strategy incorporated influencer marketing to promote its highly diversified services and products, including Audible, Amazon Fresh, and more.
6. #AmexAmbassadors On Instagram Are The New Faces Of American Express
American Express leveraged the following of top Instagram influencers to promote its Platinum card to consumers worldwide and place its brand in the context of exclusive experiences and events.
7. Major Brands Capitalize On Coachella 2016 As A Unique Influencer Marketing Opportunity
Discover how Innovative companies like American Express, Revolve, and Live Lokai leveraged the reach of top social influencers at the Coachella Music Festival to expand brand awareness and boost user engagement.
8. Top Alcohol Brands Reach Consumers Everywhere Through Social Media Influencers
As social media platforms adapt to develop safeguards for age-sensitive content, alcohol brands among the likes of Beck's, Heineken, and New Amsterdam are reaching audiences through collaborations with social influencers.
9. Mobile Gaming App Bejeweled Partners With Instagrammers To Attract New Users
The popular mobile game Bejeweled recruited high-reach Instagrammers to participate in their branded hashtag #shinyplace campaign by sharing photos of their enlightening experiences playing the gem-matching puzzle game.
10. Coachella 2017: Branded Experiences, Social Media Stars, & More
Coachella offers an enormous advertising opportunity to brands each year and in 2017 BMW, HP, Sephora, and more executed particularly memorable branded experiences.
11. Popular Fast Food Brands Leverage Instagram Influencers To Boost Brand Awareness
Burger King, McDonald’s, and Subway each partnered with Instagram influencers to showcase specific menu offerings and increase overall brand awareness.
12. How Chanel Outpaces Competitors With Instagram Marketing
Iconic fashion brand Chanel helped build its report with top Instagram influencers by inviting them to share branded content from the company's extravagant production facilities in the South of France.
13. Chloé Celebrates Valentine’s Day With Fashion Influencers
To promote its “Love Story” fragrance theme, French fashion retailer Chloé looked to create highly individualized sponsored content by partnering with fashion bloggers to capitalize on the different niche audiences each publisher attracted.
14. Special K, Quaker, & Chobani Leverage Social Media Influencers To Market Breakfast
CPG brands Chobani, Special K, and Quaker reached millions, raised brand awareness, and drove sales through three unique Instagram influencer marketing campaigns.
15. Inside Daniel Wellington’s Inimitable Instagram Marketing Strategy
Daniel Wellington became a top brand thanks to its unique marketing strategy that centered around giving out free watches to thousands of influencers so they could share the brand’s sensational story and quality products with Instagram users around the world.
16. Top Skincare Brands Partner With Instagram Influencers To Drive Results
Three skincare brands, Dr. Jart+, Neutrogena, and St. Ives partnered with a variety of Instagram influencers to raise brand awareness and promote specific product offerings.
17. How Influencer Partnerships Drove Success For Top Brands At Beautycon LA 2017
L’Oreal, Revlon, and Garnier partnered with top beauty influencers leading up to and during Beautycon LA 2017, and leveraged the iconic convention to market to beauty enthusiasts.
18. H&M’s Holiday Clothing Line Campaign With Celebrity Influencers
See how fashion brand H&M collaborated with celebrity influencers to reach over 12 million social media users during the winter holiday season.
19. Hawaii's #LetHawaiiHappen Tourism Campaign Showcases Its Stunning Islands
The beautiful and Instagrammable nature of Hawaii’s landscape is the focus of the state's successful #LetHawaiiHappen Instagram marketing campaign.
20. LG’s Instagram Influencer Campaign Garnered Over 1 Million Likes
To boost the launch of its latest smartphone, LG partnered with Instagram’s best photography influencers to showcase the phone’s technical features and capabilities.
21. Maybelline’s New York Fashion Week Influencer Campaign
Social media influencers have transformed the fashion industry, and Maybelline has adapted seamlessly to the changing landscape by partnering with influencers during New York Fashion Week.
22. How Microsoft And National Geographic Got 3.5M Instagram Likes On International Women’s Day
Learn how Microsoft and National Geographic capitalized on International Women’s Day to foster positive brand sentiment and encourage girls to pursue careers in STEM by partnering with world-renowned adventure photographers on Instagram.
23. MVMT & Timex Implement Uniquely Different Influencer Marketing Strategies
Compare how two top watch brands, Timex & MVMT, reached an audience of over 5 million on Instagram in a single week.
24. Nordstrom Advertises Its Anniversary Sale Using Cross-Social Marketing With Top Influencers
Nordstrom partnered with top fashion Instagrammers, bloggers, and YouTubers to promote its Anniversary sale and drive sales.
25. Old Spice's Instagram Dream Runner Campaign
By providing Instagrammers the opportunity to win prizes from participating in its Dream Runner Campaign, Old Spice utilized Instagram for another witty and engaging marketing initiative.
26. Sonic's Instagrammable Square Shakes Entice Consumers & Boost Brand Awareness
Sonic capitalized on Instagram’s high level of engagement and the popularity of the platform's food-related content by releasing a new line of milkshakes designed specifically for the photo-sharing app.
27. Stella Artois’ Influencer Marketing Oscars Campaign
Discover how alcohol brand Stella Artois leveraged celebrity, event, cause, and influencer marketing to rocket brand awareness over Oscars weekend.
28. Subaru’s #MeetAnOwner Instagram & YouTube Marketing Campaign
Subaru collaborated with top influencers to strengthen its story and reach a diverse audience on Instagram and YouTube.
29. Target Promotes Body Positivity & More On Instagram
In a single month, Target executed 4 major influencer marketing campaigns to promote a diverse range of newly released products.
30. Target’s “Cat & Jack” Influencer Campaign Reached 2.6 Consumers In 2 Weeks
Target partnered with Instagram influencers to promote the launch of its “Cat & Jack” children’s clothing line, and impressively reached nearly 3 million consumers.
31. Tinder Swipes Right On Influencer Marketing
The mobile dating app Tinder partnered with some of Instagram's most hilarious meme accounts to promote the launch of its new Reactions feature.
32. Walmart Uses Cause Marketing & Instagram Influencers To Raise Brand Awareness
Walmart simultaneously raised funds for Feeding America and boosted positive brand sentiment by partnering with influencers across Instagram and Snapchat.
33. How Zara Became One Of The Best Brands On Instagram
Learn how “fast-fashion” clothing retailer Zara proliferated by evolving its Instagram account to become a veritable lookbook for the latest Zara fashion lines and trends.
Also See Our Posts On:
How Does Your Instagram Engagement Rate Compare To The World's Best Brands?
Why Influencer Programs Fail (And How Marketers Can Fix Them Before They Do)
How Instagram's New Branded Content Policy Will Affect Influencers & Brands
Our 10-Step Guide To Creating A Winning Influencer Marketing Strategy
November 2, 2017By Mediakix Team
What do effective integrated marketing campaigns have in common?
Integrated marketing campaigns can be a tricky art to perfect. We live in a multi-media world, which means that new media and old media sit alongside one another, sometimes competing, other times working collectively - in the case of integrated campaigns they work together.
However despite saying all of this, what is it that actually leads to successful results? Consistent branding and messaging, frequency of communications and deciding on your primary medium are collectively important points to factor in. Let’s take a look at some of the most impressive integrated campaigns:
#1 Compare the Market - Baby Oleg
On Christmas Day 2013, comparethemarket.com released a television advert revealing new character Baby Oleg. In January 2014 the campaign went into full swing with an advertisement promoting a cuddly toy to accompany the cute Meerkat. Following this announcement a blog was created for Oleg online, for customers to read, encouraging emotional involvement: http://www.comparethemarket.com/meerkat/blog/oleg/.
Connecting the character from the advertisement with the audience has been achieved by creating a toy and the blog, turning Oleg into a character that can create emotional involvement - integrated collectively these separate parts to the campaign have driven consumer engagement successfully.
More recently, in August we were shown Baby Oleg’s life journey.
The continuous roll out and development on this character throughout the year has proven consistency of the brand and messaging - key factors in creating a solid campaign. These friendly Meerkats have almost become part of everyday life, as they quite literally pop up everywhere.
#2 O2 - Be More Dog
Originally launch last year O2’s ‘Be More Dog’ campaign, which featured a ginger cat trying to live a dog’s life had been a huge success for the brand. Granted - being ‘more dog’ has nothing to do with mobile phones, but the quirkiness of the integrated campaign is what led its success.
To promote its revamped priority app in May 2014 launched a £7m campaign using England rugby players, Mike Brown and Alex Goode attempting to Be More Dog: in this, we see the cat become a motivational speaker.
As well as television and cinema, the campaign also features outside and online executions, with geo-located mobile advertisements and homepage takeovers on a range of websites, including MSN and YouTube. The O2 priority app in itself is a marketing tool, offering consumers the chance to buy tickets and experiences before anyone else.
This integrated marketing campaign from O2 is so clever it not only intrigues users due to its kooky nature and offers them something extra in the form of priority.
#3 Three.co.uk - Sorry for all the holiday Spam
Launching a package for customers to use their phone in 16 destinations worldwide like they would at home, with no extra cost for data led to 3 having to make one large apology... to the entire nation.
Due to their poor deal, it mean't everyone was constantly on social media whilst on their holiday, encouraging a shed load of holiday spam: photos of beaches, swimming pools, sunsets, tanned legs and of course, food. Along with this there a website was created dedicated to the cause: http://www.stopholidayspam.com.
The first part of the campaign, the television advertisement was enough to get viewers’ attention, but then came customer engagement and interaction. As predicted or at least as the marketers over at 3 had hoped consumers got involved and took holiday snaps using the hashtag #holidayspam. Of course some of those social media posts wouldn’t have been done consciously because of 3, which makes the campaign so clever.
Relevance is the key to this integrated campaign - it was successful by people being able to relate to it, whether they were on holiday, or fed up of everyone else’s holiday spam. The campaign was also consistent with the hashtag #holidayspam included in every part of the marketing collateral.
#4 Lidl - #lidlsurprises
The most recent Lidl Surprises, ingenious campaign rolled out on the 4th September on television, print and outdoor - accompanied by a larger than normal social media boost.
The TV advertisement shows customers enthusiastically looking at, and purchasing wholesome goods at a little market, which in fact turns out to be a Lidl market - this is followed with the #lidlsurprises tagline, because everyone loves a pun.
The hashtag/tagline has been integrated throughout all channels connecting all elements together. There’s also an interactive website dedicated to #lidlsurprises where you can spin to receive the surprise result of a recipe to cook: https://www.lidlsurprises.co.uk.
The entire campaign is amongst Lidl’s efforts to step away from traditional media, moving into engaging and interacting with its customers on social media and in stores. Mixing both traditional and digital media together offers a smooth transition to a more up to date modern approach for Lidl’s marketing efforts.
This campaign is definitely a step in the right direction, putting Lidl right up against UK supermarket giants like Tesco and Asda. It is difficult to determine the full extent of the success this campaign has achieved yet. Despite this, the social media buzz surrounding it was significant.
#5 Coca-Cola - Coca-Cola Life
Recently, Coca-Cola launched a new product to its long standing line of soft drinks, called 'Coca-Cola Life' along with a month long campaign. Coca-Cola Life fits in the same kind of category as Coke Zero and Diet Coke - another one of Coca-Cola’s attempts to release a healthier option to its main heavily sugary product.
The campaign is being rolled out across 7,000 outdoor locations nationwide with billboards, bus and digital screen ads; these are all being supported by print, digital, experiential and point of sale activity. Although television is not being used the buzz on social media since the drinks’ launch has been mainly positive.
Along with all of the above, Coca-Cola launched a competition - on Saturday 20th September a pop-up shop opened on South Molton Street, London offering customers to not just have a taste of the new Life drink, but also give them a chance of winning a Coca-Cola Life prize - one of those being a long weekend in New York City. Of course, to fulfil the campaign’s integrated position those who were not able to visit the pop-up shop still had the chance to enter the competition by sharing a Coca-Cola Life moment picture online and using the hashtags #CocaColaLife and #comp.
The product is yet to be proven as a success, but as a campaign it’s fulfilling every specification to be a great integrated marketing campaign.
There’s a few lessons that can be learned from these integrated marketing case studies; one of those being that it doesn’t matter if you mix up the media within your campaign, in fact it’s largely positive, you just have to ensure that there is brand consistency across the entire roll out.
The way in which the message is communicated can also alter the effectiveness of the campaign, as can choosing which media should be at the forefront or the driving factor behind your strategy. It can all become a difficult balance to get right but it’s crucial that you do get it right.
[Editor's note: Thanks to Maggie for selecting and describing these case studies of integrated campaigns so well. For our advice on creating better integrated campaigns, see our integrated campaign planning guide and template for Expert members.]
Maggie Majstrova is the Studio Manager at Higher Ground Creative, with a background in Account Management and Web Development. You can connect with Maggie on LinkedIn and Google+
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