From raising awareness of your business to having people take action on your website or mobile app, Instagram helps advertisers get the business results they care about. In fact, across nearly 700 campaigns, 98% generated significant lifts in ad recall—2.8X higher than Nielsen norms.* And 70% of performance campaigns generated statistically significant lifts for online conversions or mobile app installs.† But the value of Instagram ads extends beyond mobile.
More than just online sales, advertisers are generating sales in-store with Instagram ads. According to a study by Oracle Data Cloud’s Datalogix, Instagram drove a median of a 1.8% lift in in-store sales and a median 2.1% lift in household penetration.‡ Earlier this year, popular potato chip company Lays did just that by adding Instagram to its Flavor Swap campaign.
To build brand awareness of its new chip flavors and move chips off store shelves, Lays ran its national Flavor Swap campaign across both Instagram and Facebook. The interactive campaign let people decide which flavors stay or go by pitting classic Lays’ flavors against new ones. Working closely with media agency OMD and Instagram Partner Adaptly, the snack company created a series of video ads. By running ads across Instagram and Facebook, Lays increased its reach by 5%, lowered its CPM by 3% and drove a 5% sales lift compared to when it ran a campaign on Facebook only.
“Running our Flavor Swap campaign across Instagram and Facebook and Instagram proved a powerful punch in our ability to build awareness on mobile for new chip flavors and ultimately drive sales,” says Atin Kulkarni, Senior Director, Portfolio Strategy, Frito-Lay North America.
If you’re an advertiser looking to drive in-store sales, you can get results on Instagram. By targeting ads to your audience on the platform, you can reach a wider audience of people and drive greater impact for sales.
Sources: *Instagram analysis of Nielsen Brand Effect for Instagram results, between November 2013 and September 2015; †Instagram Internal Research May 2016; ‡Instagram drove a median 1.8% lift in in-store sales and a 2.1% lift in household penetration, across 12 US CPG campaigns measured for potential sales impact by Oracle Data Cloud.
Anthony Denardis
Shop Local Media