As advertisers, we see campaigns on Instagram all the time and they usually range from predictable to mildly interesting. But sometimes, seemingly out of nowhere, a campaign comes along that really stands out and makes you wish you had thought of it yourself. Here’s a roundup of four recent noteworthy campaigns on Instagram by brands who are, indeed, killing it.
Earlier this year, the tin foil brand put a unique spin on foodie photography. Using overhead shots of food-filled tables, Reynold’s Wrap used Instagram to stitch the images together on their feed. Each table is seasonally themed and allows users to access complete recipes by clicking on images that pique their interest. @Reynoldskitchens has increased its Instagram following by 1300% since the campaign kicked off.
To advertise Flavour Fest, a 13-week festival that releases a new Slurpee flavor each week, 7-Eleven unveiled the campaign “Slurpee Tastes Like” on Instagram. Instead of predictably showing product shots, flavors were described with videos and bizarre comparisons — the Blue Heaven Slurpee, for instance, tastes like “cold blue paint being brushed onto your hand while an angel appears and belts a note sharp enough to shatter a wine glass.”
The objective was to let viewers “see, hear and feel “ the flavors. It seemed to work, considering that it led to a 540% increase in engagement and a 25% increase in followers. Instagram also used the campaign as an example of best practices in a newsletter.
Drawing off of the idea that 70% of silent films have been lost, the Toronto Film Festival recently created an interactive “escape room” on Instagram. Images are stitched together to form a panoramic view of a room that mimics the aesthetic of old films. Users can tap any part of the image to either find a lost film, or find a clue that will help them escape. It takes a lot to make a silent film festival seem interesting, and they accomplished it in a really clever, interactive way.
Persol recently released a Choose Your Own Adventure style graphic novel on Instagram as part of their “Meet the New Generation” campaign. The brand’s sunglasses recently had a modern revamp, so the campaign puts modern twists on iconic elements. The graphic novel does this by using social media to tell a classic dystopian thriller story. Illustrator Jonathan Bartlett is drawing new scenes after users vote (with likes) for how the story should proceed, which is a brilliant way to get users to engage with the story.
While these campaigns are all unique, they have one thing in common: they break the mold of what you’d expect to see on Instagram. This shows that the best content on social media doesn’t necessarily follow a formula — leveraging platforms in unique ways is far more interesting than following predictable trends.
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