3 cases to unlock the Instagram marketing password: JAC, HIBOBI, Lay's
Recently, Meta published an article titled "How Platform Native Advertising Uses Humanity to Build Brands" in its latest marketing blog. It mentioned that on Instagram, although the parameters of video ads shot with mobile devices are lower than those of beautiful ads shot with professionals and equipment, from the data point of view, it can improve the recall of ads (78%), and content browsing. volume (84%).
Therefore, Meta makes several targeted marketing suggestions in the article. As a global social media data marketing management platform, today's article will combine the successful cases of 3 Chinese and foreign brands to explain how to unlock these marketing passwords on the Instagram platform and improve more marketing effects.
- Master the "platform language": JAC's custom filters and fans "play" together
"What song to sing on what hill", a "language" system that is more suitable for the platform should be used on different platforms.
Instagram is a platform that is more suitable for visual marketing, so this system refers not only to the copywriting style of the post, but also to the visual style of the post. Visually, Instagram’s “filters” feature is an excellent way to connect the platform’s users’ visual habits with the brand’s own needs. On the one hand, the Instagram filter is one of the most frequently used functions by platform users, and it has a "platform native" intimacy for users; on the other hand, the Instagram path supports "brand customization", which can take into account the brand's own marketing goals.
May 20th is the JAC Group's factory anniversary, and it will also become the "JAC DAY" overseas online brand festival of JAC Group from 2021. On this year's JAC DAY, Jiangqi Group paid more attention to building momentum on social media platforms. One is to advance and lengthen the social media communication cycle of JAC DAY, from May 14 last year (about a week in advance) to April 5 this year; Added ways to interact with topics and customize filters to allow fans to gain more intimacy and engagement.
- Build trust through creators: DTC baby clothing brand HIBOBI increases the conversion rate by 3.7%
Platform creators are able to provide irreplaceable authenticity and credibility to brands. According to Meta's survey, 63% of 18- to 34-year-olds are more likely to trust what creators say about brands than what brands say about themselves. So brands should harness the power of creators to tell stories they couldn’t tell.
DTC baby clothing brand HIBOBI was established in July 2019. The brand is deeply rooted in the mother and baby market in the Middle East and achieved profitability in Q1 of 2020. In 2021, HIBOBI hopes to penetrate into the minds of consumers in new markets such as Mexico and Brazil through social media, so they chose to cooperate with a total of 500 creators on the Instagram platform, and launched the exclusive hashtag #HIBOBIangels to create through different levels of creation radiate potential customers with different markets and needs.
At present, 11,000+ posts have been generated under this topic. In order to give full play to the role of creators' content, HIBOBI chooses to place the posts of these high-quality creators accurately. During the centralized delivery period from August 31 to September 20, 2021, HIBOBI's advertising generated a total of 1.3 times the incremental return on advertising expenditure, and the conversion rate increased by 3.7%.
From the success of HIBOBI, we can see the importance of cooperating with creators. At the same time, the success of HIBOBI is also inseparable from a reasonable assessment of the fan coverage and influence of the 500 co-creators.
Before cooperating with creators, if your brand wants to have a more comprehensive grasp of the creator's creative style, fan portraits and post data, the brand can use the "KOL" → "Find Influencer" function of Marketing Cloud to easily understand and Choose KOLs on social media platforms like Instagram, YouTube, etc.
l Precise screening: KOLs that meet brand expectations can be screened and selected through dimensions such as country, language, number of fans, average interaction rate, and influence index;
l Data transparency: After selecting a KOL, you can view its fans, interactions and postings on the details page, grasp the actual situation of the KOL, and evaluate the effect of KOL marketing after cooperation;
- Awaken the interaction with reality: Lay's put users' smiles on social media to reach 40 million people
Whether it is focusing on users or its own employees, putting real people at the center of the brand story to interpret it will make it easier for users to agree. In this technique, the most successful brand example is Lay's Smiles (Lay's Smiles).
This happy ad campaign focusing on everyone's smiles started in 2018 and continues into 2020. And in 2020, Lay's will deepen the connection between this idea and ordinary users. By posting photos of Lay's potato chips covering their faces on social media, Lay's has selected 30 "Everyday Smilers" from the huge user content. ”, and used their stories once again as material for brand advertising, making them into short films for the second round of dissemination.
The success of Lay's lies in focusing on every ordinary but real user on social media and digging out fascinating and great stories from their realities. Spreading happiness and sharing positive energy in social media is undoubtedly an important means for brands to build trusting relationships with users.
Conclusion:
Social media platforms are user-driven and culture-driven. Therefore, when conducting social media marketing, especially Instagram marketing, we should pay more attention to responding or creating culture in a visual way. As a global social media data marketing management platform, we will continue to share more successful cases and marketing dry goods of Chinese and foreign brands on social media. Please continue to follow us.