Instagram unveils results of first sponsored mobile campaigns with Levi’s and Ben & Jerry’s
Instagram has unveiled the first wave of results from its first-ever sponsored mobile campaigns, which ran with four brands in the US including Levi’s and Ben & Jerry’s.
The Facebook-owned photo-sharing site, which launched ads on 1 November, has revealed that Levi’s reached 7.4 million people in the US across a nine-day period, targeting people aged between 18 and 34.
Meanwhile Ben & Jerry’s reached 9.8 million people over eight days targeting the same age group.
Although Instagram has admitted it is likely any of the first campaigns will have high awareness levels due to the novelty of the new ad product.
“We will continue to optimise our ad products to make them successful for marketers and a great experience for people on Instagram. We’ll share additional case studies and results periodically in the future.
“As we emphasised when introducing ads, our goal is to make them enjoyable, engaging and natural to Instagram, so we started by partnering with brands that were already great members of the community.
"We’ll continue to work closely with marketers to maintain the quality content people expect to see on Instagram,” it said in a blog post.
The company has distanced itself from using the usual metrics associated with a social network such as likes, comments and followers, instead focusing on metrics more typical to traditional brand advertising - reach, ad recall and awareness.
Ben & Jerry’s used the campaign to promote its Scotchy Scotch Scotch ice cream flavour (video above), reporting a 17 per cent hike in awareness of the new flavour and associated it with the overall brand. It also claimed a lift in ad recall, with a 32-point incremental lift in ad recall per campaign.