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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