Snacking on #SuccessStories from Mondelēz International. The maker of the classic Nilla Wafer ( @nillawafers ) wanted to digital ad campaign to reach US snack shoppers and increase brand awareness. “We were looking for a way to ignite relevance on our historic Nilla Wafers brand through an efficient yet fresh new campaign,” says Neil Thakor, Senior Associate Brand Manager at Mondelēz International. To promote Nilla Wafer's 50th anniversary and the release of its new lemon flavor cookie, Mondelēz International designed a new Instagram and Facebook ad campaign—together with Facebook Marketing Partner VidMob ( @vidmob ). The snack company used the fullscreen of Instagram Stories and featured a Nilla Wafers box exploding with cookies and confetti flying toward the viewer. They served their ads to US women aged 18-54 with a Shop Now call-to-action button linking to their product website. This campaign successfully demonstrated how a small brand like Nilla Wafers can reach a wide audience on Instagram and Facebook—and stay relevant, even in an extremely competitive industry category. The results of their campaign revealed a 32-point lift in ad recall and reached 11.9 million people. “By launching consumer-targeted, brand-focused creative developed by VidMob on both Instagram and Facebook, we achieved strong business results,” Neil says. “Which is a testament to the overall success of the campaign.”
Attractive #SuccessStories from MGM Resorts International ( @mgmresortsintl ). Featuring hotels, casinos and entertainment experiences that encompass 30 unique destinations in the US and internationally, the global entertainment company wanted to drive excitement and attract more fans to visit Las Vegas. “By packaging the Roll The Dice game into Instagram and Facebook video ads, we ensured that our digital ad campaign reached and dazzled more people, and got them excited to visit our Vegas properties,” says MGM Resorts International Chief Marketing and Experience Officer Lilian Tomovich. MGM Resorts, Facebook and lifestyle and travel publisher Thrillist partnered to created “Roll The Dice”—an 8 episode, interactive man-on-the-street game show that showcased MGM’s hottest Vegas entertainment as unsuspecting Sin City visitors answered trivia questions for a chance to win huge prizes and an only-at-MGM experience. Running their ads in feed and stories from Thrillist's Instagram and Facebook handles, their team targeted the campaign to US adults 21 and over with interests aligned to Vegas travelers. Their campaign reached 40 million people, received a 42% relative lift in brand favorability for MGM Resorts and saw a 16X lift in return on ad spend from ad retargeting. “The results not only met all the campaign goals and metrics we were hoping to hit, but also overperformed on our top key objectives.”
#NationalLipstickDay를 맞이하여 한국 뷰티 브랜드 Memebox( @memebox_pick )의 #SuccessStories를 소개합니다. Memebox는 한국 뷰티 제품을 판매하고 독점 브랜드를 개발하고 고품질의 비용 효율적인 화장품을 전 세계 소비자에게 제공합니다. Memebox는 구매 전환 캠페인을 진행했던 경험을 바탕으로 새로운 I'M MEME( #아임미미 )의 신제품 아임 틱톡 틴트 립 캐시미어의 브랜드 인지도 향상과 구매 전환율을 높이는 것을 목표로 잡았습니다. "Facebook 크리에이티브 샵 팀과 함께 협력하여 Instagram 스토리에 최적화된 모바일 광고 크리에이티브를 만들 수 있고, 이를 통해 고객이 자연스럽게 웹사이트를 방문하도록 유도한 것이 성공 요인이라고 생각합니다"라고 Memebox 유료 광고팀의 임혜진님은 말했습니다. Memebox의 동영상 광고는 여러 단계로 이루어진 마케팅 캠페인의 첫 단계에서 도달 및 빈도 구매 도구를 통해 18~34세 사이의 한국인 여성을 타게팅하였고, 이후에는 구매를 유도하는 후속 동영상 광고를 통해 이전 동영상을 시청한 사람들을 리타게팅했습니다. 그리고 구매 여정의 모든 단계에서 광고 성과를 측정하여 브랜드 인지도와 구매 전환율 모두를 늘렸습니다. Memebox 광고팀의 김수진님은 "시각적인 요소가 중요한 Instagram에서 고객의 반응을 이끌어내는 콘텐츠가 실제 구매 전환 성과로 연결되는 것을 정량적인 지표로 확인할 수 있었습니다"라며. #SuccessStories from Korean beauty brand Memebox ( @memebox_pick ) for #NationalLipstickDay Memebox distributes Korean beauty products, develops proprietary brands and offers high-quality and cost-effective cosmetics to a global consumer base. With previous experience in purchase conversion campaigns, the company set out to create a measurable lift in brand awareness and sales simultaneously for its new I'M MEME ( #아임미미 ) product I'm Tic Toc Tint Lip Cashmere. "We were able to create mobile ad creatives optimized for Instagram Stories in collaboration with the Facebook Creative Shop team, and this was the key to our success in naturally driving customers to our website," says Memebox's Paid Team member, Hye-Jin Lim. In the first phase of their multi-phased marketing campaign, Memebox's video ad targeted Korean women aged 18-34 with reach and frequency buying. They later retargeted people who watched their previous video with a follow-up video ad that encouraged purchases. Both brand awareness and purchase conversion rates increased by measuring ad performance across all stages of the purchase journey. "We confirmed through quantifiable indicators that content that drives customer response leads to actual purchase conversions on Instagram where visual elements are vital," says Memebox's Paid Team member, Su-Ji Kim. 📷 by @memebox_pick
#SuccessStories from insulated water bottle company Hydroflask ( @hydroflask ). Founded in Bend, Oregon, Hydroflask wanted to raise more awareness about their brand in regions of the US where their brand awareness was underdeveloped. "We knew that with SocialWithin’s ability to reach our consumers with our brand’s engaging creative, we could strike a profitable balance between awareness and conversion with ads in Instagram Stories," says Hydroflask's Director of Ecommerce Robbie Williams. Together with agency SocialWithin, they created engaging ads promoting new colors and limited edition releases. To reach more of the right audience, the team also leveraged lookalike audiences based on its most valuable customers. "Ads in Instagram Stories has become one of our strongest-performing placements and has enabled Hydro Flask to reach significantly more of its ideal customers," says SocialWithin's Account Manager Danny Veech. "We couldn’t believe the results and have since changed our entire media buying and creative processes to optimize towards ads in Stories." During the 4 month campaign, Hydroflask received 12,000 purchases, an 80% increase in revenue and a 16X return on ad spend. 📷 by @hydroflask
“In marketing Alita, an important part of our digital strategy was to bring audiences into the world of the film,” says 20th Century Fox Marketing Director for Alita ( @alitamovie ), Chris Spelman. Fox wanted to connect audiences with the emotive character and capture the imagination of film lovers through visually compelling video ads. They targeted different audience segments using insights in real time from Facebook’s newly developed Audience Pulse Reporting (a measurement tracking tool specifically designed for entertainment releases ). “The insights gained from the Audience Pulse reports helped us to optimize our targeting during the course of the campaign across both Facebook and Instagram, helping to lift both awareness and intent across all audience segments.” In under a month their campaign in the UK achieved a 9-point increase in ad recall, 5.5-point increase in awareness and reached 7.1 million people on Instagram. 📷 by @alitamovie #successstories
“Our favorite part of Instagram is being able to reflect who we are as a brand through our content on our feed, stories and ads.” says Tender Greens’ ( @tendergreens ) VP of Marketing Jack Oh. From the food they serve to the farmers they partner with, Tender Greens' belief of putting good in and getting good out extends to everything they do. Cooking from the heart with no compromises. “We believe our food is more than just a meal but a way to bring people together,” he says. “Through our Instagram, we seek to capture the community that Tender Greens fosters while also highlighting the hand crafted dishes that people have made a part of their shared experiences with one another.” 📷 by @tendergreens
Happy #4thofJuly! 🎆 🎡 🛥 A place where grand finales never end, Navy Pier ( @navypierchicago ) celebrates the US’s birthday with one of their magnificent fireworks display over Lake Michigan. Known as the “People’s Pier”, the popular destination lives up to its nickname on Instagram with user-generated content and their captivating takeover series. “We encourage our audience to use the hashtag #NavyPier for a chance to get featured on our page, which has been successful for us.” says their Social Media and Digital Specialist Genesis Villarreal. “To date, this hashtag has over 533.4k uses.” 📷 by @navypierchicago
Today on our story, we’re sitting with Facebook COO @sherylsandberg for a conversation around consumers and their changing behavior on mobile, digital’s role in society and Facebook’s focus in 2019.
Ordinary people capable of the extraordinary. Today on our story, we’re sitting down with icon @johnlegend for an insightful conversation on how he uses impactful images on Instagram to share his authentic self with the world, drive social justice and change implicit bias in the justice system.
Where the Rainbow Ends was created by the Latvian artist @germansermics The color-led glass architecture reveals a full color spectrum that fades to a white mirror. It’s an experience that explores the ethereal nature of rainbows, as well as the scientific reality that all colored light is visible white light separated through a prism. Inside, music inspired by Tibetan bowls unfolds from a single sine wave to a full sonic spectrum as you see and hear the sound of colored light. Intended as a collaborative art experience visitors are invited to create and share their own art by capturing their reflection in the colored light, mirrors and shadows found within. The installation is a reflection of our continued commitment to supporting diverse communities and culture. It also has an extra special meaning as we commemorate, along with the LGBTQ+ community, the 50th anniversary of the Stonewall Rebellion and the reason for international pride celebrations all over the world each June. #WhereTheRainbowEnds #pridemonth
“We were able to effectively communicate our message in a way that spoke directly to our audiences,” says Ubisoft's ( @ubisoft ) Performance Media Manager Marissa Seward. Ubisoft ran ads in Instagram Stories as a part of their holistic Facebook and Instagram campaign strategy to promote their game Just Dance 2019. Pairing chart-topping hits from musical artists with dancing creators, the game publisher showed the ads to US females aged 13–24, as well as to those with an interest in console gaming and music artists. “In using and refreshing unique, diverse creative, we realized a successful campaign with strong results.” Their 2 monthlong campaign resulted in a 16-point lift in ad recall, 4-point lift in purchase intent and 5 million people reached. 📷 by @justdancegame_us #successstories #justdance
It’s the final day of #E3 🌚 See the ways brands and fans are playing on Instagram and inspiring the gaming industry, on our stories today.
Today on our stories, we're joining Women in Gaming to celebrate successes and to discuss the current challenges found in the gaming industry. From creators, publishers, developers and marketers, hear how the industry's rallying allies, building bigger communities and moving towards real change. #shetalksgames
We’re at #E3 , where gaming brands go to get their game on and get the word out. See how the Facebook family of apps and services are showing up, today on our stories.
"HiSmile has been able to connect with a new, previously untapped audience of young men," says its founder Nik Mirkovic. HiSmile's ( @hismileteeth ) teeth whitening kit gets results in just 10 mins. And on Instagram, the brand's stories ads and creator campaign resulted in a 90% increase in male customers. "In the past, we struggled to reach this demographic, but by using Instagram’s targeting tools and developing relevant video content, HiSmile has seen an uplift with men aged 15–25." 📷 by @hismileteeth #igsuccessstories
Easy, immersive, insightful. 🌈 See how cosmetics brand ColourPop ( @colourpopcosmetics ) taps into Shopping on Instagram and how it can help your business.
"We encourage brand marketers and agencies to have fun, explore and test their possibilities," says LA Kings ( @lakings ) Senior Director of Marketing and Digital Pat Donahue. In the increasingly competitive LA sports and entertainment market, the LA Kings wanted to keep the team at the top of fan's minds. 🏒 🥅 They created goal-winning stories with the help fo agency Soda and Lime to reach more hockey fans and entice them to buy season tickets, resulting in an over 3X return on ad spend. "Instagram and Facebook are vital channels for our social media campaigns, and the staple platforms in our digital marketing mix." 📷 by @lakings #igsuccessstories #nhl #stanleycup
We're thrilled to be honoring the best of the internet with @thewebbyawards 🌐 From the red carpet to backstage, catch our stories later today for a behind the scenes look at the event. Pro tip: Tap and follow #Webbys for all the best moments from the 23rd Annual Webby Awards as they happen.
Last week at F8 we shared some exciting new announcements about Instagram, including the launch of our donation sticker in the US. You can now raise money for a nonprofit you work with or care about directly through Instagram Stories. Create a nonprofit fundraiser and mobilize your community around causes like mental health—and 100% of the money you raise goes to the nonprofit you are supporting. #mentalhealthawarenessmonth
Talking sports talk. 🏀 🎙 Inside the Green Room with Danny Green ( @insidegreenroom ) uncovers stories happening in the NBA, from a player's perspective. Co-hosted by NBA player Danny Green and sports journalist Harrison Sanford, the show shares pieces of their interviews on Instagram for their audience to engage with. “We wanted to reach our audience where they already exist and give them a chance to see and follow faces they recognize and allow them to interact with them,” says the show's Creator and Head of Operations, Amjed Osman. “We wanted a place to continue building community—Instagram was the place for that.” What's their pro baller tip for other businesses on Instagram? “My advice for other businesses looking to leverage Instagram is to create pieces of content that are relevant for your target audience,” he says. “We have found a lot of success in sharing videos on our feed that were relevant and timely based on the content we cover. We also found added benefit in using the ads when looking to promote an event in a specific market—the ads are a key component to reaching the right audience.” 📷 by @insidegreenroom @yahoosportsca #igbusinessspotlight #torontoweek
Creative for the modern mattress never sleeps. 🛏 Splitting its audiences based on behaviors (like website visitors or people with an item in their cart ), mattress brand Simba ( @simbasleep ) ran a series of Instagram and Facebook ads to match prospective customers at their stage of the customer journey. "Being able to have a near-real-time view of metrics on the platform allows us to measure and attribute results—helping us to optimize campaigns, iteratively test and improve our ads and results on an ongoing basis." says paid social lead Andrea Ursini. By optimizing their creative this way, the London-based brand achieved a 73% higher return on ad spend. #igsuccessstories #londonweek
Healthy skin needs care 24/7. Cetaphil ( @cetaphilcanada ) promotes healthy-looking skin for people at every age, every day. The skincare brand wanted to increase brand awareness and interest in its full portfolio of skincare products, boost sales and then measure in-store sales lift. They built video ads showing off their new “day” and “night” hydrating lotions and makeup removers, along with established products. “Our experiences with Instagram and Facebook ads have produced successful outcomes,” says Cetaphil Canada brand manager Ruth Getachew. The one month campaign results were determined by the Nielsen Matched Panel Analysis and a Facebook brand lift study, revealing a 6.94% lift in incremental store sales (in the 90th percentile of Nielsen Matched Panel Analysis lift results ), a 16-point lift in ad recall and reaching 1.6 million people. “Nielsen’s Matched Panel Analysis pilot project enabled us to measure the campaign’s impact against our in-store sales, a definite value-add! The positive results of the sales lift enabled us to validate our efforts—a marketer’s dream!” 📷 by @cetaphilcanada #igsucessstories
To drive awareness and sales for its 2018 collection, Mansur Gavriel ( @mansurgavriel ) ran ads for its products right from the New York Fashion Week runway. 👠 Together with Facebook Creative Shop, they developed a "full-funnel" digital strategy to promote its collection, acquire new customers and drive sales. “Since our collection was ‘See Now Buy Now’—meaning that our audience could purchase pieces right away—we were able to drive both awareness and sales,” says the luxury fashion brand’s president Shira Sue Carmi. During the one month campaign, the ads in Instagram Stories, Instagram feed and Facebook News Feed drove 16.5X more clicks to the website compared to the previous year’s show. 📷 by @mansurgavriel #igsuccessstories #nationalwalkingday #worldpartyday
What happens when hardcore gamers take technology, lifestyle and design into their own hands? Gaming goes to the next level. “Our products have dramatically changed the esports landscape, improving team and player performance along the way,” says ASTRO Gaming's ( @astrogaming ) vice president of marketing Aron Drayer. They used Instagram to tease and reveal their next game changer that allows gamers to take control of their playstyle. 🎮 “Our new ASTRO C40 TR Controller is the next natural evolution of our continued commitment to esports, pro gaming and gamers in general,” he says. “After more than 2 years of development while incorporating feedback from pro gamers, we’re excited to finally get the C40 TR into the hands of customers.” 📷 by @astrogaming #igbusinessspotlight #takecontrol #paxeast
Introducing checkout on Instagram! Now you can buy the things you love without having to leave Instagram. Checkout enhances the shopping on Instagram experience by making purchases simple, convenient and secure. See our story for brands using the checkout feature during the closed beta. And stay tuned for more announcements in the future for a wider release.
Watch our "What's the Story on Stories" panel with @voguemagazine to learn how they leveraged Instagram Stories to promote its September issue and boost subscriptions. And learn how you can use stories to drive results for your business. Link in bio. #instagrambusiness #sxsw #atxweek
“During our most important campaign of the year, following a suggestion by LOV, we decided to test ads in Stories for the very first time. We were surprised how this Instagram format brought so many results and such a good return on our investment,” says Oreo BR ( @oreo ) activation manager Vivien Giampani. The world’s best-selling 100-year-old cookie had just launched their “Oreo Challenge” promotion, offering customers the chance to compete for trips to Barcelona and various other prizes. To publicize the promotion, Oreo created different videos tailored to stories showcasing the mini-games people could play on their website and the trip and prizes up for grabs. The agency LOV worked on the media strategy. Out of 17 types of media used in the campaign, Instagram achieved the fourth best cost per lead, cost per acquisition and number of impressions. “Without doubt, the key to our success was exploring the message in the most visually compelling, least disruptive manner possible in the space allowed.” 📷 by @oreo #igsuccessstories #nationaloreoday #oreo