McDonalds launches 1st Instagram Ads in Australia
As a launch partner for Sponsored Posts on Instagram in Australia, how did McDonald’s fair up as one of the first to take the plunge? Other brands to commit included Vegemite, Ben & Jerry’s and Toyota. Already household names, the opportunity proved not only to be a brand awareness piece, but a ‘Humanising’ one, allowing brands to showcase their personality and engage Instagram’s hard to reach millennial audience.
The brief from McDonald’s was to develop a number of engaging, high quality photos, rich in storytelling with a lifestyle centric objective. Yes to authentic, relatable content captured to celebrate the anticipation of the Aussie summer. No to overly branded, tactical, and campaign centric content that is potentially invasive of the user’s social space.
Instagram is placing huge importance on developing quality content fit for the platform with a global process in place where all creative is approved by head office in San Francisco. Inspiration and Creativity is why Instagram users visit the platform every day and so it is vital for brands to stay true to its native content.
The launch of McDonald’s first Sponsored Ads delivered impressive results. Five creative executions reached over 1 million users, page followers increasing by 90% over the 4 week campaign period and McDonald’s saw an increase in brand favourability by 14%.
Seen as a highly successful launch, it’s proved that keeping on top of social and digital trends allows brands like McDonald’s to stay relevant to their fans. While, Instagram with over 4 million active Australian users, has gone far beyond a passing trend.
As a consumer, it comes as a surprise if you search for your favourite brand online and they don’t have an active social presence. With new social media developments and platforms popping up in this ever-evolving industry, digital is-fast paced with constant change. We’re here to ensure our client’s leverage the right channels to remain leaders in social integration. Instagram, now one of the world’s largest mobile ad platforms can certainly provide an edge to any Brand’s social portfolio.