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The 2015 holiday season will be a particularly special one for Instagram. The photo sharing site rolled out advertising capabilities to all companies this year, making this the first holiday season where businesses can use the platform to draw in customers during Black Friday, Cyber Monday, and beyond. Instagram’s primarily mobile platform means it’s in perfect alignment with recent increases in mobile shopping behavior in Q4. Plus, the visual nature of the photo sharing site means it’s the ideal place to show off seasonal products and collections. Here are a few retail brands who have seized the opportunity to light up Instagram with their holiday ads.
Best Buy’s ad grabs audiences by the eyeballs right off the bat. The electronics store makes the Dyson Cordless Vacuum pop by pairing it with an extremely colorful, striped background reminiscent of candy canes. This stylistic choice definitely pays off on an image-focused platform like Instagram.
While the vacuum could easily be a present for a loved one, Best Buy thinks beyond simple gift-giving in the ad copy. During a month that’s so busy with holiday parties, an item like this will also be needed by Instagram users themselves for tasks like cleaning up holiday cookie crumbs, Christmas tree pine needles, and bits of wrapping paper after the celebrations have ended.
One of the benefits of Instagram advertising is that the ads are integrated into a stream of organic content, allowing savvy marketers to make their ads fit right in by mimicking trending themes and techniques. Chandon’s ad makes the viewer feel as if they are in the ad itself by photographing with an overhead angle that is often used by Instagrammers.
Not only does this approach make the ad feel more personable, but it also reflects the styles of popular Instagram accounts. After drawing the viewer in with a light-filled, gold-themed holiday image, the copy in Chandon’s ad drives the offer home by emphasizing the convenience of its limited edition champagne as a quick and easy gift option for online shoppers.
Instagram’s mobile nature brings another factor into the ad-viewing experience. Unlike desktop devices, which are usually used when someone in sitting in front of a computer at home or at work, mobile can be accessed in any environment. That means a user could be viewing an ad on the bus on the way to work, in a doctor’s waiting room, or in a loud, crowded bar.
Basically, because viewers can be in an infinite number of distraction-heavy scenarios and locations, you need to make sure that your ads are clear, simple and resonate even when you may not have your audience’s full attention. Clinique understands this, which is why their minimalistic ad can be easily viewed and understood in any environment. Not only that, but its bright colors are both striking and on-theme for the holidays.
Maker’s Mark has created a holiday ad that keeps on giving. The whiskey brand’s ad is effective on its own, with its seasonal colors and rustic atmosphere. But the ad also inspires customers to contribute even after they have purchased the product.
Look up the #getcozy hashtag on Instagram, and you’ll see a busy feed full of people sharing where and how they’re enjoying their Maker’s Mark purchase. By using ads not just to promote immediate purchases, but post-buy engagement, Maker’s Mark is building a strong and loyal customer base that will continue to engage with the brand and inspire other who follow them to make purchases in the future.
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