Admit it, Instagram is awesome. As one of the greatest social media app ever created in the 21st century, Instagram allows brands to easily connect with their audience. As the saying goes, a picture is worth a thousand words. What better way is there to convey your message with a photo on Instagram? Better yet, create a bigger picture with dozens of individual shots. Since its birth, brands have been progressing far enough to maintain a reasonable visual feed on the platform. However, some brands have really stood out by coming up with wonderful campaigns that utilises the Instagram grid to its fullest potential. These five campaigns have caught my eye and perhaps they could inspire you to change the way you see Instagram too.
1. Chupa Chups 'Get Lolli'
With Halloween just around the corner, take a leaf out of the Get Lolli Instagram campaign ran by Chupa Chups last year. By making use of Instagram’s native features such as the gallery display and photo tags, the lollipop company created a comedic horror game. The end result? You get an interactive wholesome gaming experience on a platform that wasn’t even made for gaming in the first place, which I have to say… is pretty damn awesome and clever.
2. Ikea PS 2014 Collection Interactive Catalogue
Instead of using a boring old catalogue to promote the PS 2014 collection last year, Ikea Russia literally built a website on Instagram. The best way for you to see how it works is to go to the Instagram account @ikea_ps_2014. View it on your smartphone though, because it wouldn’t format correctly on your browser. The account acts as an interactive catalogue, divided into respective product categories from benches to textiles. Clicking through to view either of these images will bring up a series of tags that link to separate Instagram accounts with more information on each product. Now, this is definitely one of the most innovative way you can get people to browse your products.
3. Mercedes ‘Build Your Own GLA’
To attract a younger audience for its all-new 2015 GLA, Mercedes launched a campaign that lets people customise a car right on Instagram. The automaker created the first ever Build Your Own on Instagram, where users get to choose their preferences from among its different components, such as wheels, colour, roof and grill options. All of these components utilises different accounts and have multiple options available for the users to choose from. You may think it’s really complicated, but Mercedes has made the whole user experience a breeze, where users can easily navigate from one component to the next seamlessly just by tapping their mobile screens. Suddenly feel like building your own GLA? Get started today.
4. Ballantine’s ‘W’ Insta-zine
Imagine reading a magazine on Instagram. That’s what whiskey maker Ballantine’s has been up to - producing its first ever “Insta-zine”! Titled ‘W’, the first issue can be found @w_issueone on Instagram. Here, users are encouraged to click on each photo and its tag from the main account to dive into deeper digital stories on whiskey. I’m not a whiskey drinker, but thumbs up to Ballantine’s for bringing e-magazines to the next level.
5. Land Rover’s Instagram Adventures
Land Rover created two new individual Instagram accounts @solitudeinsawtooth and @brotherhoodofwonderstone to capture the essence of “adventure storytelling”. These two accounts are definitely a sight to behold as it gives users an epic panorama of beautiful outdoor environments. Featuring a series of landscape-style shots that comprises of individual Instagram entries (which includes both photos and videos), the brand manages to show how remarkable the outdoors is and more importantly, how their vehicles seamlessly blend into the beautiful landscape. In both accounts, the story runs from day to night, focusing on the theme of outdoor exploration. Kudos to Land Rover for bringing immersive storytelling to whole new heights!
If you haven’t realised, there is a similar pattern that these five brands have been using to make their Instagram campaigns stand out - they’ve been toying with the Instagram grid and creating stories to connect with their audience. The downside of such campaigns, however, is that people don’t generally consume Instagram images in grid form, but rather individually and that is where beautifully art directed grids fall apart. Nevertheless, it provides a fun and engaging experience for users and it certainly leaves a lasting impression in consumers’ minds.