Case Studies Qantas
The Australian airline Qantas wanted to reach a younger audience and used Instagram for the marketing campaign . The campaign was called “ Feels Like Home ” and the goal was to further drive positive sentiment and message association between the brand and traveling home , with a younger 18- to 34-year-old audience .
Qantas used a combination of Instagram photo and video sponsored posts to reach this new younger audience and revive the emotional connection with its customers .
Qantas created images that were tailor-made for the Instagram platform . The images were quintessentially summer moments — the past times that the target audience would have enjoyed when they returned home as for example surfing with friends , spending a day at the cricket or setting off for a road trip with friends . The 15-second videos that Qantas created featured raw and emotional scenes of real people at the airport being reuniting with their loved ones .
This two-phase campaign successfully drove a significant lift in ad recall from the young target audience ( over 30 points increase ) and a four-point lift in message association between Qantas and “ feels like home ” from the new audience .
“ Integrating Instagram into our media plan allowed us to reach millennials on their mobiles with bespoke photo and video creative that effectively added emotive layers to our core brand message ”
+ 30 points increase in ad recall + 4 points increase in associations between Qantas and “ feels like home ”
McDonald ’ s
The Australian McDonald ’ s has more than 940 outlets across the country and serve more than one million Australians each day . McDonald ’ s Australia wanted to connect with people aged 18 and over and drive brand favourability at a time when competition for consumer attention heats up ( summer months ).
Since Aussies spend even more time on their mobiles during summer , Instagram provided the perfect opportunity to target and emotionally connect with this audience on the go . Instagram was used to capture and share the anticipation and fun of summer in order to connect with the target audience .
In the two months leading up to summer , McDonald ’ s shared beautifully crafted lifestyle pictures that captured the spirit of the sun-soaked season . The pictures included people sunbathing , paddling in the pool and playing beach cricket .
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