Digital marketingOctober 27, 2017
The 10 best Instagram marketing campaigns of 2017
Back in the summer of 2015, when the second season of Rick and Morty was around the corner, the creators of the show came up with a very unique idea to promote it; Rick and Morty Rickstaverse, a hidden-object game that takes place entirely on Instagram.
In this game, players have to click on photos of the literal Rick and Morty universe and tap the tags that pop up on each photo to be transported to a new area. There are various secrets, collectibles and mini-games to find, each played out by tapping photos on Instagram. If you are able to find and follow the accounts of the five Garblovian bootleggers, they may post exclusive Rick and Morty clips in the future. A classic case of user-driven advertising!
This is one of the many examples of visual content marketing on Instagram. With over 600 million engaged users sharing nearly 100 million photos and videos everyday, Instagram has certainly grown into one of the best platforms to explore content creation.
To plan a successful Instagram marketing campaign, one needs to have a clear idea of who you want to reach and then come up with a creative strategy for reaching them. That can a take a lot of work and thinking to achieve it. And of course, people do look out for inspiration online. So, we are going to inspire you by naming the 10 best Instagram marketing campaigns of 2017!
AirBnB’s #WeAccept campaign
Through social media, a lot of companies were sending out messages of love, marketing on the backdrop of the heavily politicized debate on immigration in the U.S.
Airbnb expressed their stance on the issue of acceptance with the #WeAccept campaign. Creative in its own unique manner, this inspirational social media movement by the company started with a video and continued with photos of individuals from different countries and backgrounds, with each photo shared a different story and a message of acceptance.
Being politically correct on social media is not an easy task for brands. Nevertheless, AirBnB pulled it off rightly with style and grace. “No matter who you are, where you’re from, who you love, or who you worship, you deserve to belong,” wrote Airbnb CEO Brian Chesky. Certainly one of the top marketing campaigns of this year.
The ‘Salt Bae’ Instagram Chef!
You have all seen it. Enjoyed it. Replayed it again and again. Tried to imitate it with a pinch of salt. Yes, I am talking about the turkish chef Nusret Gökçe, aka salt bae!
The video quickly went viral and resulted in one of the most popular hashtags and memes on social media for 2017, known as #SaltBae. With a pinch of passion, that’s how you make a viral video!
The buck didn’t stop on that video as Nusret took full advantage of his new found fame. It wasn’t a planned marketing campaign, but that promotion gave a business boom to the chef’s Turkish steakhouse. Collaborations with NetFlix’s popular show Narcos, a potentially new restaurant in UK. Take a bow, Nusret!
John Mayer goes live
To promote his studio album, the search for everything, John Mayer used Instagram live a lot to better engage with his followers and push the songs on the album.
Going live on the platform gave John the opportunity to perform songs from his new records for his fans, keep QnA sessions, and tell stories about the writing process of his new music. Instagram live allows you directly interact with your followers, which makes your business much more easier to understand and builds your brand.
To celebrate their #1 rank in corporate reputation, Amazon ran an Instagram marketing campaign, thanking their users by posting a simple image about it. As a token of gratitude, they put a discount on the orders for that day.
This campaign is an excellent example of how you can turn your Instagram engagement into sales for your business. Providing followers with a discount code or linking to a promotional pricing page is certainly one of the best ways to do it. Another noticeable fact of this campaign is Amazon thanking its customers. Not a lot of companies do that, but Amazon took this initiative to make their fans and followers feel appreciated. This helps strengthening the connection with their brand.
We now know why they are ranked #1!
When you speak about Instagram marketing, you have to mention Adidas. They are running one of the most successful marketing accounts on the platform and one can draw a lot of inspiration from them.
Before we talk about their ‘Originals’ campaign (which we will get to soon), let’s talk about this campaign which ran earlier in the year. Running from February to March, the campaign featured prominent athletes from all over the world, sharing their passion and love for the sport. Trended with the #HereToCreate hashtag, these short videos became viral and showed us how to use Instagram’s video capabilities to full effect.
They have cemented their position as the one of the leading brands in sportswear. So it’s no surprise that Adidas turned their attention to the fashion industry, most specifically, hip-hop. Using the hashtag #ORIGINALis, Adidas partnered with big names like Snoop Dogg, Desiigner, James Harden and Stormzy to highlight and promote their Originals lineup. Adidas uses the video above to build their Originals brand around these men, as they are of huge significance to the hip-hop culture.
Partnering with influential figures in the hip-hop world helps Adidas establish credibility and thus makes their campaigned videos very intriguing and engaging.
Samsung #UnboxYourPhone Galaxy S8 Promotion
While this was a short marketing campaign, the #UnboxYourPhone promotional photos of Samsung Mobile were popular in that brief period.
The company shared creative and unique immersion-inducing photos on their Instagram account earlier this year.
Once a while, Samsung continues to share such photos of their newest flagship smartphone. The creativity of this marketing campaign definitely shines through.
Back in the late 90’s, it was the hype of the Nintendo Gameboy that took the world by storm. Children either hopped up and down with the Mario brothers or went on a journey to catch Pokemon. Flashforward 2017, it’s the Nintendo Switch instead of the Gameboy. And Instagram provided the perfect platform for Nintendo to build the hype of their latest console.
The image of two different people holding the console gives away the impression that they are ready to battle but not too much that it kills the hype. The caption clearly states how long it will be until the product launches. It will keep the consumers on their toes on the day of release. Kudos, Nintendo!
Famous timekeeper Daniel Wellington collaborated with YouTube music sensation Joseph Vincent to create a romantic photo with their watches. The result? Good marketing and lots of love from the fans!
The caption also states a discount code for his followers to use when buying a Daniel Wellington watch of their own. A very effective strategy as it can push these followers into making a purchase they wouldn’t have thought off. Partnered marketing is awesome as it helps the consumers to relate with influential social media figures.
Disney’s celebrity takeover
On the eve of the world premiere of the film Beauty and the Beast, Disney got actor Luke Evans to promote the movie with an Instagram takeover. Evans posted images throughout the day during his time at the premiere, sharing it with Disney’s 2m followers.
An instagram takeover by a public figure is a proven and effective strategy. It immediately draws attention of your followers and also reaches other segments of your market. The engagement is very high and it gives your followers something fresh from the usual content.
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