Instagram Narrative

7/26/2019 Instagram Narrative

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INSTAGRAMINSPIRE PEOPLE VISUALLY WITH YOUR UNIQUE POV

PASSIONATE COMMUNITY

300M worldwide sharing their love forfashion,celebrities, design, and inspiringcontent

VISUAL LANGUAGE

If you could express your brand visually, what would you create?

CREATIVE CONTENT

A highly curated environment wherepeople engage with beautiful imagery


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IMAGESARE AUNIVERSALLANGUAGE


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TAKE USPLACESWEVENEVER B

@gopro


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THEFRONTLINES

OF HISTO

@olgadebenoist


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INSPIREDREAMSAND

CREATIV

@marcus1spannier


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TRANSCELANGUAGAND

BORDER

@charitywater


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CAPTUREAND

SHARE

THE WORLDS

MOMENTS


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200m

150

m

80m

10m

1

m

2015

2014

2013

2012

2011

2010

COMMUNITYGROWTH


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300MMONTHLY ACTIVES

WORLDWIDE


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70M

NUMBER OF PHOTOSCONTRIBUTED PER DAY

2.5BNUMBER OF PHOTOS

LIKES PER DAY


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@oldnavy

60%

OF YOUNG MILLENNIALS(18-24) IN THE US USE INSTAGRAM

EVERY DAY

ABOUTYOUNGMILLENNIA

SOURCE: INSTAGRAM INERNAL DATA, ACCESSED SEPT. 2014. NUMBERS REPRESENT


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@alice_gao SOURCE: INSTAGRAM INERNAL DATA, ACCESSED SEPT. 2014. NUMBERS REPRESENT

ABOUTMATURINGMILLENNIA

30%

OF MATURING MILLENNIALS (25-34) IN THE US USE INSTAGRAM

EVERY DAY


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#INSTAGOOD


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ON INSTAGRAM, BRANDS CAN MARKET THEWHAT, HOW, AND MORE IMPORTANTLYTHE WHY OF A BRAND PROMISE.

what

WHAT IS THE BRANDOR PRODUCT?

how

HOW IS THE BRANDOR PRODUCT USED?

why

WHY SHOULD THIS

RESONATE + INSPIRE?


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ADVERTISINTHAT FEELSNATIVETO THE

EXPERIENCE


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CASESTUDIES


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CASESTUDY

@chobani


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A YOGURT FOR ALL OCCASIONS

People in the U.S

Lift in Ad Recall Cto Control

4M

22pt

Lift in ConsideringGreek Yogurt as a

any Time of the D7pt


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A YOGURT FOR ALL OCCASIONS

Instagram is a great plafor Chobani. It allows us

show how people actuaour product and inspire

ways to savor."

Jessica LauriaDirector of Brand Communications

Chobani


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CASESTUDY

@ben&jerrys


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BUILDING AWARENESS FOR FLAVORS & FU

People in the U.S. R

Targeted People 18

Lift in Ad Recall3X Control

9.8M

33pt

More people becamof the flavor and assit with Ben & Jerry's

17%


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BUILDING AWARENESS FOR FLAVORS & FU

Mike HayesDigital Marketing Manager

Ben and Jerrys

Ads on Instagram let and engage with moreabout our flavors, fun avalues.


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CASESTUDY

@chobani


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TACO BELL LIVES MS ON INSTAGRAM

18-44 Year-oldAmericans Reache

Lift in Ad RecallNearly 4X Higherthan Control

12.5M

29pt


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TACO BELL LIVES MS ON INSTAGRAM

We let the concept drivecreative production andpaired that with what weknew about how peopleengage on Instagram."

Chris BrandtChief Marketing Officer

Taco Bell

CASE


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CASESTUDY

@chobani

BUILDING AWARENESS FOR THE LEVIS LIFESTY


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People in the U.S. Ads Targeted Peop

Lift in Ad Recall3X Control

7.5M

24pt



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Not only were we able large audience with our

Instagram, but the metrishow we engaged with t

memorable and authent

Julie ChanningDirector of Digital

Levis

CASE


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CASESTUDY

@chobani

FUELING THE GLA LAUNCH WITH INSTAGRAM AND FAC


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FUELING THE GLA LAUNCH WITH INSTAGRAM AND FAC

14pt

54%

580%

Lift in Recall of

Instagram ads

Increase in Sitefrom FB+IG bra

Increase in VisitIG+FB Brand &

A COMPACT SUV FOR THE MILLENNIAL LIFESTYL


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A COMPACT SUV FOR THE MILLENNIAL LIFESTYL

With branding advertisinon both Instagram andFacebook, site visits jummore than 50%.

Eric Jillard

GM, Marketing ServicesMercedes-Benz USA

DRIVING BRAND


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DRIVING BRANDIMPACT

97%OF CAMPAIGNS HAVE

GENERATED SIGNIFICANT

LIFT IN AD RECALL

17 ptAVERAGE AD

RECALL LIFT

2.8XAD RECALL

HIGHER THAN

NIELSEN NORMS


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CREATIVEBESTPRACTICES


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3Principles


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Branding is neededfor Ad Recall.


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No Branding Branding


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No Branding Branding


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Concept-Driven

@mcdonalds


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Well-Crafted

@herschelsupply


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EXPANDING AD OFFERINGSFIRST SELF SERVE PRODUCTS TO MARKET


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Objective:

Website Clicks

Objective:

Video Views

LINK ADS

VIDEO ADS

FIRST SELF-SERVE PRODUCTS TO MARKET

ENABLING MORE TARGETING CAPABILITIES


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ENABLING MORE TARGETING CAPABILITIES

FACEBOOKCATEGORIES

PARTNERCATEGORIES

CUSTOMAUDIENCES &LOOKALIKES

MAKING INSTAGRAM ACCESSIBLE TO ALL


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MAKING INSTAGRAM ACCESSIBLE TO ALLADVERTISERS

We are going to integrate directly into Facebooks API and tools to make it really easy for advertisers to buy, optimize their campaigns.

Instagram Narrative

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