How Ben and Jerry’s Increased Brand Awareness by 17%

Love them or hate them (and by the look of it, people hate them) Instagram ads are here to stay. As of now, the ads are only available to a select group of advertisers and Instagram has yet to reveal any pricing structure. That being said, these few ads have been looking very favorable from the companies.

Levi’s had a nine-day campaign which it was specifically targeting to 18-34 year olds. In that time frame, they were able to reach 7.4 million users. As of today, the ad has over 93,000 likes and almost 2,000 comments. The photo Levi posted before the ad had a total of 2,748 likes and 14 comments, and the photo posted after had only 3148 likes and 15 comments.

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“Not only were we able to reach a larger audience with our ads on Instagram, but the metrics clearly show we engaged with them in a memorable and authentic way. We’re pleased with these results.”  –Julie Channing, Director of Digital, Levis

In another instance, the popular ice cream company Ben and Jerry’s promoted four different ads. The first one was an ice cream cone right under a cloud, making it look like ice cream. This ad received 386,546 likes and over 5,700 comments. The next three ads they posted had an average of just over 290,000 likes before dropping back down to the 25-30,000 range. The photo they posted right before the ads had only 20,000 and 324 comments.

One of the ads had the benefit of being associated with the extremely popular viral campaign for the movie “Anchorman 2.” For the movie tie-in, they introduced their new flavor “Scotchy, Scotch, Scotch.” Their ad received over 250,000 likes and over 6,000 comments while reaching 9.8 million people. Because of the sponsored ad, 17% more people became aware of the new flavor.

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“Since its launch, Instagram has provided us with an amazing platform to connect with our fans and tell our story visually. Ads on Instagram let us reach and engage with more fans about our flavors, fun and values.”  –Mike Hayes, Digital Marketing Manager, Ben and Jerry’s

One of the reasons these companies achieved success is because ads on Instagram are a novelty as of now. But it’s not all roses and sunshine when it comes to these ads appearing on a person’s timeline. There is a lot of hatred and with most cases regarding social media, people are not afraid to express how they really feel.

With the success of the ads from these companies you can be sure Instagram ads are here to stay. What are your opinions on these ads? Do they bother you or do you even notice them right away?