McDonald ’ s decided to be creative with the Instagram pictures and hence limit the product imagery for the campaign and instead feature a subtle use of their trademark red and yellow colours . This meant the sponsored posts seamlessly blended into people ’ s organic Instagram feed . This strategy paid off . By the time summer arrived , brand favourability had increased four points and there was a four-point lift in message association between McDonald ’ s and summer . The campaign also achieved a 47-point lift in ad recall – one of the highest Nielsen Brand Effect results seen to date globally .
“ Instagram gave us the opportunity to connect with a highly engaged community over summer in a way that felt natural and respectful of the creative platform . With customer insight at the heart of the campaign , we delivered product- and brand-messaging in a subtle yet engaging way . The results speak for themselves ”
+ 4 points increase in brand favourability + 4 points increase in brand association with “ summer ” + 47 points increase in ad recall
Philadelphia
Philadelphia Cream Cheese is a long-standing staple in Australian kitchens and forms the basis of some of the nation ’ s favourite recipes . The “ Philly Pourovers ” line combines the original cheese products with a range of tasty flavoured sauces . Philadelphia wanted 25- to 54-year-old females to think of the Pourovers product whenever they were planning an impromptu or casual social gathering , rather than just at specific calendar occasions , such as Christmas . Philadelphia was one of the first brands in Australia to use Instagram advertising . The company used Instagram to connect with a community who appreciate beautiful photography and are looking for new ways to present their food for friends . The brand developed a suite of tactile Instagram images that featured the cream cheese shaped into fun , summer-themed artworks as for example a pair of sunglasses or a cricket set . Philadelphia successfully integrated the product messaging of the three different Pourover flavours with the emotion and energy of entertaining . The results from Philadelphia ’ s campaign are some of the best that Instagram has seen from brands around the world . The campaign drove message association between the product range and entertaining , an 8-point lift in purchase intent and as part of the brand ’ s overall media mix , achieved a tremendous 41 %* percent uplift in sales .
“ It was critical to this campaign ’ s success to engage consumers in an environment where they are actively seeking entertaining inspiration . Instagram has established itself as a platform that provides inspiration and allowed us to reach people in this frame of mind with a dynamic , storytelling approach to content ” + 8 point increase in brand association with “ entertaining ” + 8 point increase in purchase intent + 41 percent increase in sales
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