It’s too easy to get so absorbed in our own marketing, our own business, our own sector, that we forget to look up and see what other people are doing. Instagram is a good case in point. We’re seeing huge numbers of businesses dabble with it and play around, mixing up personal and brand content, not really getting the results they need. Yet a bit of time looking and learning from the pros can yield big results. There are lots of successful Instagram campaigns that can be learnt from and adapted to suit your business. We’re showcasing just three on this week’s blog:

Source: Ben and Jerry’s Instagram Account

Ben and Jerry’s

Ben and Jerry’s are a brand that use Instagram extremely well and have gained themselves thousands of followers because of this. By posting delicious images of their famous ice cream they have gained more than 650,000 followers.

Ben and Jerry’s campaign cleverly used Instagram to spread ‘Ice Cream Euphoria’. By adding the hashtag #captureeuphoria to Instagram photos, customers were automatically entered for a chance for the Ben & Jerry’s team to choose them for their local advertising campaign.

Source: #captureeuphoria on Instagram

The followers posted a wide range of pictures featuring their pets and partners etc. Once the campaign finished and the winners were selected, the winners were asked a series of questions about themselves, which allowed the winning photographs to be featured on billboards and at local bus stops etc. near their homes.

Ben and Jerry’s #captureeuphoria campaign received around 18,000 photos and submissions and increased their followers by 22% in a few months. By creating an original and engaging campaign like this, Ben & Jerry’s boosted their followers’ commitment and successfully encouraged them to engage. This campaign also drove sales – people needed to pose with the ice cream to enter – and brand loyalty with the strong sense of inclusion and reward. We like!

Source: Nike’s Instagram Account

Nike

Nike have an extremely large following on Instagram with over 51, 000, 000 followers. In 2013 they ran a campaign that effectively turned some of these followers into customers.

Their #PHOTOiD campaign allowed customers to upload Instagram photos to a microsite that turned their favourite Instagram image into a customised pair of trainers for them to buy. Once an Instagram image had been selected, Nike created some trainers matching the colour scheme. This could then be shared on Instagram, and other social media platforms, with followers then being able to purchase their own shoe design, or somebody else’s.

Source: Brit.co

The results of this campaign were around 100,000 shoes customised and created in the first week with 8% clicking through to buy their own shoes. Nike often focus on their customers and try and bring them on board in the creation of content, and this campaign is a great example of this. Nike built buzz, brand loyalty and unique sales. Customers that did buy had a great story to tell. Win win.

Source: Starbucks’ Instagram Account

Starbucks

Starbucks followers are notorious for being extremely brand loyal, frequently tagging Starbucks in Instagram posts that Starbucks regularly share and repost.

Starbucks regularly interact with their followers through contests and campaigns. One that I personally thought was clever was based around the customisation of their iconic white cups. Followers were encouraged to draw on and customise their cups and tag them using #WhiteCupContest.

Source: #whitecupcontest on Instagram

The winner of this had their design transferred onto a limited edition reusable cup that was available in Starbucks stores. This was an effective campaign as it showcased creativity and the fans’ imagination but also highlighted the use of reusable cups, to prevent waste. The #WhiteCupContest received over 4,000 submissions in just 3 weeks.

How can you interact with and engage your customers? What competitions and campaigns can you do that would capture your customers imagination and make them loyal to you and your brand? Let us know how you get on – or get in touch if you’d like some help implementing your campaign!