Instagram Business selected five brands in India to participate in a campaign showcasing how branded content ads on its platform can move measurable business outcomes.
In the year 2020, when the world was forced into social distancing, the role of social media platforms to connect with friends, community, creators, and brands, became even more prominent in the lives of consumers.
As per research, two out of three Indians use Instagram to interact with creators. This relationship between the creator and follower is unique to Instagram, because it is built over a common passion point or interest and is an authentic two-way communication about life. Here, audiences and creators share their anxieties, solutions, concerns, hacks, tips, and life choices with each other more openly than ever before. Data shows four out of five Instagram users recognize brands on Instagram as being authentic.
With 90 percent of people following a brand on Instagram, companies now have an opportunity to reach out to their consumers through the voice of creators in an authentic manner. However, influencer marketing was still considered a "buzzword" by many in the marketing fraternity.
Instagram Business wanted to showcase how influencer marketing on its platform was much more than a buzzword and can actually move measurable business outcomes with branded content ads. Branded content ads would allow brands to directly promote content made by influencers among their target audience, leading to brands covering the entire marketing funnel, from building awareness to driving trails.
The target audience was marketing professionals in Delhi, Mumbai, and Bangalore, ages 25-44.
This demographic is:
On Instagram, the connection between creators and their followers is two-way, authentic, and rooted in love. Creators inspire followers to take action and are in turn driven forward by the love they receive from them. The initiative "Love Runs Deep" was established to highlight this bond by showing how effortlessly brands can become a part of this journey where creators and their followers meet and move business outcomes.
Keeping in line with this philosophy of "Love Runs Deep", Instagram Business onboarded 25 diverse creators who best represented the wide diaspora of content native to the platform and varied passion points of the audiences, including food, fashion, art, fitness, and lifestyle.
To drive trials and move behavior among marketers, the brand launched the #LoveRunsDeep challenge, wherein brands could send in their brand briefs with various objectives and win a chance to curate a campaign with the leading influencers on Instagram. They could experience first-hand how their target audiences respond to their story and how their business objectives could be met.
From major brands to mom-and-pop shops, businesses around the world are moving business outcomes with Instagram. With branded content ads, advertisers can push full funnel objectives with creator partnerships on Instagram and ensure measurement.
This was the first ever attempt made by Instagram Business to showcase the power of influencer marketing branded content ads. Previously brands had only used influencer marketing to create buzz, but never considered how it could help move business outcomes.
Overall Campaign Execution:
Phase 1: Bringing alive the philosophy and introduction to the challenge
Phase 2: Bringing alive the #LoveRunsDeep Challenge and outcomes
Leveraging the large base of leaders in the category, Instagram Business received over 2,800 entries from leading advertising brands like Nestle, RB, Perfetti, Tata, ICICI Bank, Yum, and Amazon.
Five brand briefs won: Close Up, Spotify, Red Label, Swiggy Genie, and MyBageecha.
The mobile channel used was Instagram to show scale, optimization, and measurement.
The five winning brands:
Content made through collaborations with creators was directly promoted by brands. Branded content ads scaled a creator's post to each brand's target audience, offering the same measurement and testing capabilities as other ad products. The Instagram Love Runs Deep campaign proved branded content ads could deliver business outcomes on Instagram Business.
Key results of the five brands who participated in the campaign: