Instagram Marketing Campaigns – Two Good Ones from Porsche & Red Bull
So I’ve talked at length about good Instagram branded content.…
Again, for the CMO wondering what can be done… here’s two great example of a 15 second “ad” that gets people engaged.
Instagram Marketing Campaigns – Porsche
First one is by Porsche. It’s got roughly 7% of Porsche’s fan base liking it…
Why I think it’s good:
- Experiencial. There’s no – “it’s go blah blah blah horsepower, rack and pinion, this, that…” etc. It’s designed to be emotive.
- Killer story in 15 seconds – Porsche, best you can buy. Is is true? Meh – doesn’t matter. For the fans of Porsche – it’s true.
- Engagement rate is pretty good on this – about 6-7%. So clearly I’d give the viewers more cowbell. What they want to see are Porsches racing through the hills.
Presuming they already had the film (I’m guessing they did) – total production cost would be easily capped under 10K. Even if they didn’t have the film already – ok, a car, an afternoon of shooting – 10K max. So the cost per view/engagement is about 75 cents per engaged viewer. That’s not bad at all I think.
Instagram Marketing Campaigns – Red Bull
Second one, of course, Red Bull.
Why I like it:
- Affirmational. This one is stroking the Red Bull experience. We’re extreme – jumping out of helicopters, doing crazy stuff – Red Bull. It’s all shot first person too – using GoPro or the like, so the POV, of through the lens of the customer is very powerful.
- It’s a great teaser for their event. I don’t even like Red Bull – and I saw this and I’m waiting to see the event.
- Again – the story isn’t complicated or confusing. It’s Red Bull – guys doing crazy stuff… because – Red Bull.
Again, I’m guessing they have all this footage already (Red Bull must be shooting stuff like this all the time). So I figure the cost per engagement is less than a dime a like. Again, hardly much of an investment given the response. My only “ding” of this piece is – it’s not obviously shot for the Instagram screen. Porsche (and our stuff) is always cropped so that it fills the screen. I like the letterbox – I get it – but it would have been better if they had formatted to fit the entire screen display. That’s a creative critique perhaps – as more and more people start thinking about phone resolutions in their shots – that will change I’m guessing.
More to come… we’ll keep pointing out great content on Instagram to fuel your creative juices for what you could do with your brand.