Plan/create a marketing campaign

DMA TALENT STUDENT CHALLENGE

BACKGROUND INFORMATION

( #DMATalentMarketingChallenge ) ( 2 ) ( DMA_Talent_MarketingChallenge ) ( @DMATalent )

WHO WE ARE

Instagram’s core mission is about bringing you closer to the people and the things you love, and businesses play an active role within the Instagram community. Instagram is a place where visual expression from business inspires visible action from people around the world. From the epic to the everyday, Instagram

is a platform for visual storytelling. You can read more about Instagram Business on our website https://business.instagram.com/ .

INSTAGRAM BRAND VALUES

1 Community should be first in all we do.

2 Simplicity matters. 3 Creativity is key.

4 We believe Instagram gives the power to connect passions, interests, and moments.

More details about the Instagram brand can be found here: https://en.instagram-brand.com/ .

BACKGROUND ON THE INSTAGRAM STORY PRODUCT

· Instagram Stories just turned two years old!

The product launched August 2016, and we’ve had lots of milestones since then. Read about it here.

· 400M accounts use Instagram Stories every day.

· One third of the most viewed Instagram Stories are from businesses.

· 50% of businesses on Instagram worldwide have created at least one story during a typical month.

· 96% of US marketers surveyed plan to use Instagram Stories ads in the next six months.

· The key benefit of Instagram Stories for our businesses is that it’s another way for them to reach and engage with their target consumer. Its full vertical format is a compelling characteristic that helps users “See More” with Instagram (while also “Seeing More” business results). https://business. instagram.com/a/stories?ref=igb_carousel

CORE CUSTOMER SEGMENTS

The primary goal of this campaign is to reach UK businesses; however, understanding their

customers is key. While one single campaign can’t reach every Instagram Business (IB) account we have on Instagram, we like to focus on customer segments that are aligned with the passion areas within Instagram. These include passions such

as beauty, travel, auto, fashion, luxury, and food/ beverage. Within these passion groups, we focus efforts on subsets of consumers – like parents and millennials.

The UK government’s business statistics report

gives an indication of how the UK business landscape breaks down. There are a very high proportion

of SME businesses.

( TURNOVER % BUSINESSES EMPLOYMENT % % TURNOVER £ BILLIONS BUSINESSES EMPLOYMENT 1000S 1000S )

NO EMPLOYEES 4328 4697 272 76% 18% 7%

( 51% 60% 99.9% 1905 16147 5687 SMES (0–250 EMPLOYEES) )

OF WHICH: MICRO

(0–9 EMPLOYEES)

5445 8790 824 96% 33% 22%

( 14% 15% 4% 540 4059 208 SMALL (10–49 EMPLOYEES) )

MEDIUM

(50–249 EMPLOYEES)

34 3297 541 1% 12% 14%

LARGE (250+ EMPLOYEES)	7	10576	1834	0%	40%	49%
TOTAL, ALL BUSINESSES	5695	26723	3739	100%	100%	100%

Source: BIS, Business Population Estimates,

Notes: Data relates to the start of 2016, Numbers rounded to the nearest 1000

CURRENT BUSINESS MARKETING

We target small and large multi-national companies. We also want to target media agencies that would be placing the Instagram buy for larger clients. Instagram Business marketing currently employs a number of channels (from digital, print, events to OOH) to reach their target audience – whether that is a small business or a large agency managing multi-national brands. Our latest campaign aimed to raise awareness of Instagram Stories ads, showing how effective they can be at driving business results.” Examples of past campaigns can be found here.

Just scroll to the bottom of the page to find the links!

( THE CHALLENGE )OBJECTIVE:

Convert 25,000 small businesses that are current Instagram Business advertisers to using Instagram Stories in a six month campaign plan. We need to prove via a *brand lift study that 80% of (large and small companies) marketers in the UK believe that Instagram Stories drives business results.

Your challenge will be to prove to marketers in the UK, that Instagram Stories drives business results.

This is a business to business (b2b) brief to encourage UK businesses to use Instagram Stories in their marketing mix to help drive performance. In the

UK Instagram has 25m business profiles with

2m active advertisers.

Your campaign plan should:

· Make marketers believe that Instagram Stories is essential to a marketing plan and not just experiential.

· Demonstrate how to utilise the power of video to story-tell the visual nature of Instagram Stories.

For extra marks you may want to consider how your messaging could be used for current Instagram Business Stories users to increase their usage.

( @tentides )

NEED SOME INSPIRATION?

Put yourself in the target audience’s shoes….. Imagine being the UK Marketing Manager of an emerging brand.

You are working everyday to make the brand famous, but don’t have the time or resource for an all singing and dancing TV/OOH campaign. BUT you do have a modest budget and big ideas. You know social media is where your audience is and have used Instagram to test out some campaigns – but is it really an essential channel? Can we get the reach we need? And how do I get my boss on-board?

This is how two businesses found success on the platform:

BEAUTY AROUND THE CLOCK

Treatwell is an easy way for people to book beauty, styling and wellness appointments online at any time of the day. The beauty company wanted a new way to increase bookings at its salons across the UK that would complement its overall media strategy. And they found success by using the new collection ad format on Instagram to drive salon bookings— resulting in more purchases at a lower cost per conversion than previous campaigns.

· 19% more bookings than campaign goal

· 7% lower cost per conversion compared to previous ad strategy

THE COLLECTION AD FORMAT

( “ )IS A GOOD SOLUTION FOR US TO SHOW THE BEST SUPPLY (FROM OVER 20,000 SALONS) TO PEOPLE ON INSTAGRAM, IN A NEW AND

INNOVATIVE WAY

Oriol Esteban Timoneda

Marketing Specialist & Technologist, Treatwell

MOBILE-FIRST FASHION

Online fashion retailer, ASOS, used Instagram Stories and clever video ads to immerse its customers into the world of fashion.

Rather than pushing sales messaging or specific

products,

the campaign focused on brand awareness and entertaining the audience where they feel most at home, resulting in:

· 3-point increase in brand awareness

· 14-point increase in ad recall

· 7-point increase in brand awareness in the US

· 8-point increase in ad recall in the US

( “ )INSTAGRAM STORIES WAS A GREAT PL ACE TO CREATE AN AD THAT WASN’ T PUSHING

SALES MESSAGING OR A SPECIFIC PRODUCT. WE REALLY WANTED TO DELIVER A STRONG BRAND MESSAGE AND HELP DRIVE

AWARENESS AND ENGAGEMENT IN AN

AUTHENTIC AND SYMPATHETIC WAY TO THE CHANNEL, AND ENTERTAIN OUR AUDIENCE IN A MOMENT THAT’ S REALLY CAPTURING

THEIR ATTENTION

Leila Thabet

Global Director Of Content & Engagement, Asos