Warc Blog

Ad trials 'promising', says Instagram

23 December 2013
SAN FRANCISCO: Instagram, the fast-growing social network, has reported that its initial trials involving paid advertising promotions proved "promising", with recall and awareness metrics up for all four campaigns being tested.

Ad recall was up 32 percentage points compared to a control group while brand awareness rose 10%.

In particular, Ben & Jerry's, the ice-cream brand owned by Unilever, reported a recall lift of 33 percentage points while jeans brand Levi's was up 24 points on the same metric.

A blogpost on Facebook, the owner of Instagram welcomed the findings but cautioned that "we believe that early campaigns may benefit from an overall increase in awareness of ads on Instagram due to their recent introduction".

Nonetheless, Techcrunch reported Instagram as saying the first four campaigns had been successful in delivering the broad audience advertisers were seeking and that marketers had achieved a high impact with a very low average frequency of ad impressions per user.

Ben & Jerry's claimed to have reached 9.8m 18-35 year old consumers in the US over eight days. Levi's was aiming at a similar age range and reached 7.4m over nine days.

"Not only were we able to reach a large audience with our ads on Instagram, but the metrics clearly show we engaged with them in a memorable and authentic way," Julie Channing, Levi's director of digital, told Ad Week.

In addition, Ben & Jerry's said it had boosted brand awareness for its Scotchy Scotch Scotch flavour, a tie-in to the movie Anchorman, by 17%.

A recent study from social media analytics company Simply Measured found that usage of the social networking site among Interband 100 brands had jumped from 40% to 71% in the past year, making it the fastest growing social network among marketers worldwide, with nearly 200m users.

Data sourced from Ad Week, Techcrunch; additional content by Warc staff

 
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