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
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