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[Case Study]- 5 Brands doing Powerful Instagram Marketing

31/08/2018
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Instagram has grown to over 800 million monthly active monthly users. And you can’t believe the fact that only 23% of brands use it.

It has become one of the top engaging social media networks for businesses.

Here is some Instagram Stats:

  • 7 out of 10 hashtags on Instagram are branded
  • 80% of users follow a business on Instagram
  • Instagram mobile ad revenue to hit nearly $7 billion in 2018
  • Posts with a location get 79% more engagement
  • 80% of influencers prefer Instagram for brand collaboration

How to Market Your Brand on Instagram

“Brands are getting more engagement on Instagram than any other social platform. It creates brand awareness that leads more people to your business, events and products.” – Peg Fitzpatrick, Instagram Expert.

Here are five examples of brands that took Instagram marketing to another level.

#1 Swiggy India

About

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Swiggy is India’s largest food delivery platform, with over 35,000 restaurant partners and 40,000 delivery executives across 15 cities. The company’s app, which was the first of its kind in India, delivers its customers with a hassle-free, fast and consistent delivery experience.

The Goal

Swiggy were looking at ways to the extent our reach, increase our mobile install count and expand our customer base.

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The Solution

Swiggy saw potential in Instagram Stories to find more potential users and scale up the business. So, they designed creative resources precisely for Instagram Stories to drive app installs and then ran performance tests. The results showed a substantial growth in new customers.

Swiggy is one of the first in India to adopt ads in Instagram Stories and has successfully attracted many new app users.

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Today, the ads in stories placement make up 10% of its marketing mix on Facebook, Instagram and Audience Network.

Results

  • 30% lower cost per install using ads in Instagram Stories
  • 17% increase in app installs using ads in Instagram Stories

#2 NICOBAR

About

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Nicobar is a fashionable Indian lifestyle brand offering designs for everyday living in both physical outlets and its online store. Since launching in March 2016, Nicobar has expanded to nine stores and more than 20% of its online revenue comes from outside of India.

The Goal

Nicobar’s goal was to build awareness amongst new audiences, and also drive recall and create interest amongst brand loyalists. 

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The Solution

Nicobar wanted to use the launch of its Spring/Summer 2018 collection to drive sales and acquire new customers on Instagram.

This was the first time the brand had created an ad campaign dedicated to the launch of its products.

The campaign’s video and carousel format ads featured women wearing a Dress, as well as the campaign tagline “The Long And Short Of It”, suggesting at both the simplicity of the dress, as well as its versatility.

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To reach both its current audience and new customers on Instagram, the brand created a Custom Audience based on its existing customers as well as a lookalike audience to reach people.

Results

  • 5X return on ad spend on Instagram
  • 40% lower cost per mile (CPM) with Instagram
  • 30% lower overall cost per purchase

#3 SHEIN

About

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An online retailer of women’s clothing, SHEIN has rapidly expanded to serve customers around the globe. The e-commerce platform specializes in a fashion that is economical and attractive to young women.

The Goal

SHEIN wanted to use Instagram marketing capabilities, testing the impact of ads in Instagram Stories to help them understand how to craft a stronger campaign strategy.

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The Solution

SHEIN ran a split test with two video ad campaigns- one using Facebook and Instagram feed, and the other using ads in Instagram Stories in addition to the feed placements.

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The brand ran a video ad aiming to motivate customers and lead to sales. To charm to the brand’s desired demographic, the video included happy music and bright colors as well as trendy pop-up text, Emojis and Geotags.

Results

  • 20% increase in return on ad spend
  • 9% increase in purchases
  • 8% lower average cost per purchase

#4 Birchbox

About

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Birchbox is the brainchild of Katia and Hayley, who wanted to create a better way for people to find, try out and shop for beauty products online.

Delivering products straight to its customers via a subscription model, Birchbox now has over one million subscribers and over 80 partner brands.

The Goal

Birchbox wanted to experiment with Canvas ads in Instagram Stories to create a more immersive experience for its existing audience and also grow its audience globally.

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The Solution

The company needed to combine two different messages in its campaign-

  1. Focusing on brand awareness
  2. Highlighting a promotional offer

To put up these dual messages and give its audience a seamless and immersive viewing experience, it decided to use Canvas ads in Instagram Stories.

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The Canvas format allowed the brands to create an engaging stunning video that showcased the brand and what it stands for, along with examples of the products available.

Results

  • 50% lower CPM (cost per mile) compared to other platforms
  • 4X increase in click-through rate compared to other ad formats

#5 Airy

About

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Airy is one of the fastest growing online budget travel solution providers in Indonesia, offering budget hotels and cheap flights. Airy continues to find new ways to drive business.

The Goal

The company wanted to compare the effectiveness of carousel ads in Instagram Stories against a single-image ad to see the effect on conversion rates.

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The Solution

Airy is continuously looking for new ways to drive conversions. So when it began using the new carousel format for ads for Instagram Stories, the company was keen to measure its effect on checkouts.

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Each of the three carousels used different visuals and messaging, which allowed Airy to showcase longer and more creative content.

Results

  • 74% increase in reach
  • 23% increase in return on ad spend
  • 33% lower cost per checkout
  • 14X lift in conversions

Conclusion

The best brands on Instagram put their audiences first. By offering valuable content, companies can become industry leaders, attract millions of attentive followers, and drive sales through this simple yet effective Instagram marketing strategy.

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