at Messina ice cream, and people can often be spotted out the front of the stores taking pictures to their Instagram profiles.
Gelato Messina engages with its audience through humour and visual aesthetics. For example, they create fun and creative names for special flavours like:“ Vovovroom”,“ Robert Brownie Jnr” and“ This is how we scroll”, a gelato flavour that includes chunks of Oregano Bakery scrolls. The business recently used Instagram to crowdsource a new flavour, asking fans to suggest a recipe they would like to be made by the company, and the new flavour was aptly titled,‘ Crowd Saucin’’. For Gelato Messina, it is extremely important to engage with followers and customers and treat them as friends.
And while the business does not measure ROI of its Instagram activity, Messina’ s large social following has no doubt added to the bottom line and increased awareness.
Holden
• Nearly 150,000 followers on Instagram
• On average several thousand likes per post
The Australian car brand Holden has been on the road with Australians for more than 150 years- longer than any other car brand. For the launch of the car model Cascada, Holden wanted to engage style conscious and progressive 25 to 44-year-old women. The aim was to highlight the fashionable features of the Cascada and encourage this younger feminine group to consider Holden as a brand for their lifestyle.
To ensure its campaign would resonate with a discerning audience, Holden executed a carefully planned content strategy. In addition to tapping into existing partnerships and encouraging the community to generate organic content, Holden collaborated with relevant influencers to create a series of Instagram sponsored posts.
The company became the first auto brand to use cinemagraphs on Instagram. The business partnered its brand ambassador Alex Davis with creative director and blogger Amanda Shadforth. Together they shot a series of editorial style cinemagraphs that highlighted the fashionable elements of the Cascada. With elegant styling and subtle movement, the cinemagraphs blended naturally into the feeds of Holden’ s new feminine target audience. The campaign successfully positioned the new Cascada as synonymous with style as well as increasing key brand metrics; ad recall, brand awareness, and favorability.
“ This campaign represented a major shift in Holden’ s strategic direction, so it’ s exciting to see such strong results. It proves that when captivating creative and the right influencers are used, Instagram has the ability to drive strong brand outcomes”
+ 30 points increase in ad recall + 9 points increase in brand awareness + 8 points increase in favorability among 35-44-year-old
EMERGENT CONSULTING AUSTRALASIA PAGE 15- 20