The best Instagram promotion cases from brands
Instagram promotion cases are the quintessence of real experience and solving certain problems. This is a real storehouse of knowledge for reflection and analysis, which will be useful for drawing up a promotion strategy and will allow you to avoid mistakes. If you are not a fan of cases yet, then today your opinion may change. In this article, we have collected the best cases, with strategies, tips and secrets from the professionals. Choose the case that suits your case and take it into service!
The brightest cases of Instagram promotion
Shop of sneakers and hype clothes
The Instagram account was an online sneaker store with a rare splash of other hype things (sweatshirts, hoodies, caps, backpacks). The registration of the account was very lame – photos in the “product + price” style, which were poorly in harmony with each other, a poorly filled profile header.
At the start, the profile had 6737 subscribers and 6957 subscriptions. The number of hits in the last 6 days decreased by 9% to 74. During the same period, the number of subscribers decreased by 33 people.
Of course, in such conditions, there was no need to talk about sales. Even requests to Direct were rare.
Women and men in the age range from 21 to 37 years old.
- Change the appearance of the profile.
- Increase response and subscriber activity.
- Increase brand awareness and reputation.
- Increase the number of leads and sales.
Based on past sales experience, three customer avatars were compiled. Based on the interests and favorite places of the target audience, geotags and hashtags were selected. The latter were made up by bundles of sneakers + city of a million. For example, #SneakersMoscow. And each was added 15 more tags to get additional free traffic.
A detailed content plan for the month was drawn up, which included selling, informational, entertainment posts, as well as various kinds of interactions.
First of all, the appearance of the account was worked out. To draw up an attractive profile header, several criteria were selected that a person relies on when buying, and then each criterion was adapted to the USP. To improve communication, an active link with instant messengers has been added to the description.
The ribbon has been worked out to a single style. Perpetual stories were added with sections:
- Women’s shoes;
- Men’s shoes;
- Top models;
The last section was very helpful in increasing customer loyalty and trust. To increase engagement, contests were held every two weeks, and once a week, a promotion for some cool model was given to “warm up” the target audience.
Simple discounts were regularly held, but not the banal “-10% on all products”, but with elements of game mechanics. People could win themselves a discount for simple actions, for example, send a screen with a flashing gif.
To attract traffic, mass following was involved and advertisements were ordered from bloggers.
- Advertising costs: 15,000 rubles.
- Number of requests to Direct: 229.
- Amount of sales: 190 thousand rubles.
- The number of views in Stories has grown 6 times.
- 1900 targeted subscribers have been added.
Vape Shop on Instagram
Promotion of Vape Shops is complicated by both high competition and the ban on direct advertising of smoking and everything related to it. This case will show you how to legally promote a Vape Shop on Instagram without “buy-buy” – extremely useful content and tasty promotions.
The client already had a page on Instagram with 1942 subscribers and, according to the audit, it had about 30% of bots. The page was just developing, it was necessary to tidy it up, increase the reach and the number of subscribers.
The target audience consisted of two segments:
- predominantly men between the ages of 18 and 25 who want to be trendy and understand the dangers of conventional cigarettes;
- predominantly men (mostly married) who quit smoking.
- Audit your account.
- Get rid of bots.
- Eliminate the consequences of cheating and mass following.
- Increase your reach.
- Increase sales
Taking into account the main portrait of the target audience and their priorities, the concept “Refuse nicotine addiction with taste” was chosen. The tastes and preferences of the target audience were also studied, the lexicon was studied.
First, all bots were removed from the page. Usually, such accounts do not require any other censorship other than promoting smoking, so in terms of content, it was possible to give free rein to fantasy. The content strategy “3 C” (sex, passion, fear) was chosen, and given the majority of the male audience, the emphasis was placed on the first two “C”.
The emphasis in promotion was on coverage. To increase this indicator, advertising was used in accounts of an entertainment nature, including on barter. To increase purchases, lead generation was used through promotions “-10% to everyone who says:“ He drives ”.
- Company budget: $ 100 per month.
- About more than 500 bots were removed from the account and the number of subscribers increased to 3785.
Due to the specifics of the work (leads on the Internet – sales in real life), it is difficult to track the real dynamics of sales growth. But in general terms: the average customer check was $ 14 and about 5% of all customers, according to the survey, came through Instagram. As a result, about 189 clients (5% of 3785) brought the client $ 2649 in revenue.
Promotion of the Mario Berluchi brand
For the women’s shoe brand Mario Berluchi, the main goal was to set up targeted advertising on Instagram so that the cost per appeal was no more than 500 rubles, and one client – no more than 950 rubles.
The customer already had a ready-made Instagram page with 30 thousand subscribers, and an online store with good functionality.
Women in the age range from 18 to 44 years old. They buy shoes of the middle and high price segment. They want a high-quality and reliable product.
Set up targeted advertising according to the specified parameters.
We studied the manufacturer’s catalog, all of its pages on social networks, as well as similar cases. From all the information received, a list of the best offers was selected, which most of all “entered” in similar cases. Further, a list of pain points and interests of the target audience was compiled.
The budget allocated for targeted ads has been divided by the number of days.
55 audiences were selected for advertising, which were gradually tested. Since purchases through Instagram are most often spontaneous and triggered by emotions, products that fully reflect the brand’s ideas were used for advertising. Advertisements with more expensive models were broadcast to cities with a million-plus population with high living standards. In the cold, creatives with warm goods were launched. In the heat – summer models.
- Advertising budget: 77 thousand rubles.
- Received requests: 264 (1 request 285 rubles).
- Number of sales: 101 (1 client 784 rubles).
Profile case for eyelash extension
This case of an SMM manager is a prime example of how game mechanics can increase engagement and attract new subscribers.
The nail extension studio already had a ready-made profile on Instagram with a small number of subscribers and low engagement rates.
Existing Instagram profile subscribers.
Increase engagement in your account and encourage subscribers to constantly follow the company profile to keep abreast of all the promotions and news.
We created a 10% permanent discount coupon picture and cut it into 6 equal parts. Subscribers had to keep all six parts and then they could receive the promised prize.
For a month and a half, one of the six parts of the coupon was published every week. The picture was published on a random day, but invariably at exactly 10 am. Subscribers went to the profile every day to find out if we had published a new part of the picture, and at the same time learned more about the company’s promotions and news.
The first part was saved by only five people, but on the penultimate piece, the number of saves has already increased to 112.
In the final, three subscribers received a discount card, who were the first to upload the collected picture to the Stories with an active link to the studio.
- The number of daily entries has quadrupled.
- Engagement rate increased from 9% to 15.7%.
- The coverage of subscribers in Stories was over 17k.
- Added 127 new followers.
- 5 clients had an active link to their profile in History.
This case shows how in a short time you can breathe life into your account, increase the number of subscribers and sales.
At the beginning of the work, the account had 2.4k subscribers. The page practically did not give sales. The niche was full. Complete lack of information on what exactly is on sale and how to buy it.
Men and women between the ages of 18 and 40.
- Increase the number of subscribers and their activity.
- Attraction of active sales.
- Increase brand awareness.
- Collecting feedback and user generated content.
All possible goods and services for sale were identified – a list of bouquets available for sale, information about training and master classes.
The main emphasis should be on training services, so an action plan was drawn up, and on its basis a content plan for a month has already been developed.
In total, the content plan included 10-15 headings, all of which could be applied in the customer’s activities. And several types of content – educational, entertaining, selling.
The first step was to set up regular posting:
- posts 1-2 times a day;
- live broadcasts – 2-3 times a week;
- Stories – daily.
The profile header has been redesigned to increase sales. Now it contained a clear list of services, a link to the site, a call to action. Also, selling posts were added to the content plan – bouquet + cost + how to buy, and announcements of promotions and events.
To increase traffic and reach, mass following was launched for the target audience accounts.
We also turned for official advertising on Instagram – a post-carousel with information about master classes was launched.
One of the tasks was to collect user generated content and feedback. To solve it, we recorded customer reviews and asked them to post reviews in their accounts. There was a repost posted by users on the florist’s page.
- Increase subscribers: +850 live subscribers per month.
- Increase your profile activity.
- Direct sales via Instagram have appeared.
- 15 applications for master classes have been received.
- 5 regular customers have appeared.
The case studies demonstrate how a clear and well-written content plan can transform a page, increase reach and increase the number of subscribers.
Account with 13k subscribers. Posts are not structured, content is unformulated.
Men and women from 20 to 40 years old, taking pictures.
- Attract new target subscribers.
- Prepare your account and subscribers to launch sales.
A clear content plan was drawn up with a prescribed structure of posts, as well as the photo content was ordered.
A daily posting was set up with the content plan. To increase engagement, marathons, puzzle games, contests were launched.
Every week, users could receive a gift, provided that they like the publication and come to the live broadcast announced in it. Joint marathons were held with speakers, on the pages of which the target audience was present.
We used ads from bloggers and target to attract traffic. In the latter case, they advertised posts useful for novice photographers – tips, checklists.
- The number of subscribers has been increased from 13k to 30k.
- 250-300 new subscribers were added daily.
- Checklists were downloaded by over 200 people every day.
- The account has been prepared for the launch of sales.
Selling psychologist services
This case is mainly about the influence of good content on the promotion of an account, and a little about how to sell services on Instsgram to niches that cannot give a colorful picture.
At the start of work on the pages of the psychologist there were 7,942 subscribers. The account did not reveal in any way that it belongs to a family psychologist.
Married women and men.
- Increase the number of subscribers.
- Work on the visual component of the page.
- Increase user engagement.
A content plan was developed, in which topics were added that caused the greatest response from subscribers. To compose the posts, a copywriter was involved, for whom the psychologist drew up a clear statement of work for each publication: the main message, triggers, important nuances.
First of all, it was necessary to make sure that at the first glance at the page it was clear that it belongs to a family psychologist, ready to listen to the person who applied and change his life. For this, titles and headings were added to the photo. To make the account look harmonious, all images for it were processed by a single filter.
Traffic was attracted exclusively through bloggers on a paid basis. The cost of one subscriber cost an average of 2 rubles.
For 4 months of such painstaking work, the number of subscribers has grown to 44k. The level of engagement, the dynamics of posts, likes and comments increased. And most importantly, each post of a psychologist found a response in the hearts of subscribers.
The case will show how to increase the number of orders for flower delivery by 2.5 times without advertising.
At the beginning of work, the client already had an Instagram account, which brought an average of 5 orders daily.
Women and men from 18 to 45 years old.
Increase the number of sales.
Selling flowers on Instagram is not as easy as it might initially seem. They are rarely bought spontaneously, so in order for the client to choose the profile we need from a huge number of competitors, it was decided to implement two steps:
- Raise an account in the SERP by relevant hashtags, and for this it was necessary to increase engagement.
- Work on brand awareness.
The client wanted to increase sales with minimal costs, so he was offered two budget options:
- mass following.
The first step on the account was to reduce the number of publications to one post per day. It didn’t increase engagement, but it did reduce the number of unsubscriptions.
A total of 4 contests were held, each of which lasted a week. The contests had a simple action + mark friends scheme. To increase the number of participants, messages were sent to Direct.
For mass following, we parsed the audience from VKontakte groups with the target audience of the account, and also liked and followed those who were marked by the contestants.
The number of orders has increased markedly. Further work with the account will be aimed at increasing engagement.
With the help of this case, we managed to attract sales for 250 thousand rubles, using only free methods.
Initially, the page looked like most of its kind – teeth, teeth, endless teeth. Shortly before the campaign, subscribers were boosted and at the start of the work there were 10k followers in the account.
Women and men from 18 to 45 years old.
Increase the number of sales.
First of all, the brand concept was changed. I had to convince the customer of the need for informational posts, videos and daily publications. Also, the customer was sent to a photo session so that bright professional photos could appear in the feed and posts.
Posts with exciting information for users were posted daily. In the comments, active work with subscribers was carried out, all objections were closed.
Free methods of promotion were used – mass-liking and mass-following. To increase activity, competitions were held with a free teeth whitening service for a friend’s mark.
In the course of the work, the most popular topics were identified – informational posts about children’s problems and videos in which the doctor shares the backstage of his work.
The first clients from Instagram started arriving after 4 weeks of work. Moreover, clients came very motivated precisely to cooperate with our dentist.
Seasonal Product Case
The work was carried out for the Makecase brand, which produces seasonal products, namely Christmas tree decorations with a photograph of clients.
A well-designed and promoted profile, as well as a site through which sales were made.
Existing clients of the company, people who were previously interested in the customer’s site and everyone who looks like them.
Drive as many sales as possible for a seasonal product.
The main pain points of the target audience have been identified.
The main emphasis in increasing the reach of the audience was made on cooperation with thematic bloggers who could give the desired emotion – relatively speaking, carried “family values”.
The target has also been configured. The main idea of the company is to buy as a gift for family and friends.
The return on advertising ROI exceeded 200%, the total number of sales per month increased by 30%. The record of sales in 1 day was also achieved – 600 items.
Foreign SMM cases
Instagram uses 25 million companies to promote its business and have a lot to learn from. Thus, the famous sportswear brand Adidas has launched an advertising campaign on Instagram called “Original Is Never Finished”. Her main message was to show how important it is to stay true to yourself and your path. The main audience was young people aged 18 to 24, and the main theme was creativity, more precisely, how it allows you to realize yourself.
To implement the idea, artists, musicians, athletes were involved, among whom they shared their success story. Thanks to the individually tuned audience, the brand managed to increase the ad recall among target audiences (from 20 to 27 points). A single positive memorable idea created viral content.
Foreign brands often refer to social topics. A prime example is the collaboration between Microsoft and National Geographic. On the eve of International Women’s Day, Microsoft launched the Make What’s Next advertising campaign, the main idea of which was to encourage the fair sex to work in the STEM field. One of the company’s rounds was cooperation with National Geographic accounts, which launched 30 photos with an accompanying story about a woman successfully combining STEM work and an active lifestyle. The posts included calls to support the Make What’s Next movement by attending a free webinar.
Such a company with social connotations allowed the brand to interact with users on a deep emotional level and will be remembered for a long time.
LG has used User Generated Content to promote it. To advertise the LG V20 smartphone with an emphasis on the quality of shooting, influencers were attracted, who clearly demonstrated to their followers the possibilities of shooting by posting a photo.
One of the most engaging types of content has been and remains cute animals. This is a great way to promote any niche, which is once again confirmed by the advertising campaign for the alcohol brand Tito. The brand has created a separate account for the company, where photos of cute animals are published with an appeal to pick them up from the shelter. Branded vodka is added to each photo. The result is an interesting mix of incongruities that generate brand acceptance from users.
What to take into service?
No matter how cool a case you find, it is naturally not worth copying completely. For each specific case, the promotion strategy should be built from scratch, but you can learn many tricks and successful solutions.
SMM cases are a real example of solving specific problems. They clearly show how working on a content plan, contests, or advertising with bloggers can change the dynamics of an account. From case studies, you can use methods of working with an audience, as well as get ideas for inspiration.
Pay attention to how other brands are using social media and philanthropy to increase loyalty. How we managed to increase user engagement and activity with the help of several contests. The case studies contain vivid examples of mutually beneficial cooperation, methods of working with user-generated content and approaches to advertising that allow you to bring even unprofitable companies to a new level.
With the help of case studies, work on Instagram can be simplified, because they provide an almost ready-made solution for promotion. After studying it, you can find interesting ideas for your business and evaluate the level of your work with specific examples. They clearly demonstrate what methods can be used to win the attention of netizens and lead a brand to success.