OPPO to L'Oréal: Brands that leveraged Instagram to scale up their online presence
Instagram as a marketing platform is a big draw for brands to expand their businesses
No matter how big or small their marketing budgets, brands understand the impact of social media on their businesses. Last month, Instagram shared an IPSOS study, which revealed that the photo and video-sharing app helped 95 per cent of the subjects purchase a product or service on the platform. Several reports have shown that social media is a powerful tool in the hands of marketers, and Instagram, in particular, helps them reach and engage their target audience better.
We look at some brand campaigns that successfully collaborated with Instagram to launch, promote or scale up their presence in the online world.
OPPO India: Highlighting Reno2 features
OPPO India launched its Reno2 campaign ‘Challenge Yourself’ on Instagram, aimed at highlighting the phone’s features such as the 20x Zoom, Ultra Dark Mode and the Ultra Steady Video. The brand saw the potential in an Instagram-only campaign since it targeted GenZ and the millennial audience who happen to use the platform more than they do other social media apps.
Commenting on the campaign, Sumit Walia, VP - Product & Marketing, OPPO India, said: “By targeting at the creative young trendsetters with a passion for self-expression, we have partnered with Instagram to provide our youthful consumers a platform to create the most imaginative and unique content.”
OPPO’s campaign leveraged Instagram influencers to push creativity, using the various features of the phone. A #ChallengeYourself contest was also initiated on the platform to crowdsource meaningful consumer engagement. The response the campaign received was tremendous.
Samsung: Galaxy A series smartphones
Smartphone maker Samsung’s #IndiaReadyAction campaign aimed at engaging with Gen Z and millennial users on Instagram to share their vision of Real India. Through videos, Samsung intended to change some of the preconceived notions of India as a country.
The campaign was a result of a survey conducted by Samsung, which highlighted the stereotypes about India that exist in the minds of foreigners. Instagram and Facebook were the natural choices for the brand to reach the right audience. The idea was simple: shoot videos on your smartphone and post them on personal Instagram accounts, tagging SamsungIndia with hashtags #IndiaReadyAction, #City and #Theme.
Speaking about the campaign, Ranjivjit Singh, Chief Marketing Officer, Samsung India, said: “At Samsung, we want to enable young Indians to ride the new trend of video creation and break stereotypes about our beautiful country. Our Gen Z and young millennials are a most vivacious, socially conscious lot, driven by a zest for India. Moreover, they are digital natives who live in the ‘Era of Live’ and video is fast becoming their medium of expression. #IndiaReadyAction is tailor-made for them to express themselves.”
L’oreal Paris India: Limited-edition makeup launch
L’Oreal Paris India, the premium beauty brand, took the ‘Instagram ads only’ route for its limited-edition make up collection curated by leading fashion designer Sabyasachi Mukherjee.
Speaking about their association with the platform Raagjeet Garg, GM, L’Oreal Paris India, said: “This was the first time we tried an Instagram-only placement as part of our digital media mix to deliver a strong brand message and drive purchase intent. We saw a double-digit-point increase in both brand awareness and purchase intent. With effective targeting and content, we were able to reach the right audience on the right platform and achieve our ambition.”
In order to engage the female audience and to also leverage Sabyasachi Mukherjee’s Instagram followers, L’Oréal Paris ran its campaign solely on the app. The makeup line was introduced on the platform in a series of Instagram stories, video and photo ads in single and carousel formats. L’Oréal’s efforts paid off. Its brand lift study revealed that there was a 20-point lift in purchase intent among women aged 35-44, a 13-point lift in brand awareness among women aged 25-34 and a 9-point lift in ad recall.
Dineout: App install campaign
In an attempt to reach out to the buzzing community of foodies on the platform, India’s largest dining-out and restaurant-tech solutions company Dineout worked with Facebook marketing partner Shuttlerock to create and optimise the ad creative for both feed and stories. The objective was app installs, and video ads were tested on Instagram.
Other than Instagram stories, the brand also tested ads in the Instagram feeds. By highlighting discount offers on the ad creative, it gave its users an incentive to download the app.
The campaign fared well for Dineout. Instagram worked better than automatic placements to help the brand reach out to the customers in a more cost-effective way. It saw a 17 per cent decrease in cost per app install and a 39 per cent decrease in cost per purchase. Additionally, Dineout also experienced a 7-point increase in the number of bookings made after installing the app.
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