To capture the attention of a young audience, of men and women between 18 and 34 years old, Brahma, in collaboration with the agencies Santos and Mutato, and , developed different Ads on Instagram Stories, in order to convey the brand's message and provoke action at the same time.
Through research into the way its target audience consumes video on betting email list Instagram, photos previously produced by the brand were adapted to generate fun short videos in vertical format and with a GIF effect for Stories, thus taking advantage of the full screen of the Smartphone so that people can devote their full attention to the ad.
All the photos highlighted the product from the start, and conveyed the key message of the campaign “A touch of fun is important”. Different friends could be seen having fun with a Brahma beer, positioning the brand as a defender and facilitator of those moments of “fun”.
The Stories were designed to be perfectly understood without sound, due to the use of subtitles, but they offered a better experience if played with it.
The campaign was developed on Facebook and Instagram, but 32% of the investment was made in Stories, demonstrating the effectiveness and reach of this format. Considering both platforms, Brahma managed to reach 12.7 M people, and an increase of 13.5 points in ad recall and 9.7 in purchase consideration.
4 # Victoria beer
Cerveza Victoria used the Canvas tool within Instagram Stories to connect with its audience, focusing on a topic that is attractive to young people: tattoos. This format allowed the brand to create an immersive experience and inspire action.
To reach their consumers, they segmented their ad to Mexican men and women over 18 years old. The Story inspired participants with colors, sounds, and the text: “We provide the ink, you provide the canvas” to swipe up and learn: who the tattoo artists were, what designs were available, and how to be the winner of one of the 15 available tattoos.
After 3 weeks of sharing this ad on Instagram Stories, they got excellent results, achieving an 11-point increase in ad recall and an 8-point increase in purchase intent.
5 Gillette
To fully experience the immersive experience that Stories provide, which takes up the entire screen, Gillette launched a campaign aimed at male audiences between 18 and 24 years old in Argentina, Peru and Colombia.
The company developed a strategy in which the vertical video screen was divided into three equal parts. At the top, they placed a static image and the slogan “Not all are the same.” On the left side they showed an image of a 3-blade disposable razor and on the right side, the Gillette Mach 3 turbo.
In the middle part of the story you could see the difference in shaving between one razor and another, leaving a close shave without irritation when using the Mach3 turbo. Finally, at the bottom of the video the name of the product remained for 10 seconds in order to increase its recognition.
During the two weeks that this campaign was launched, they managed to reach more than nine hundred thousand people, in turn, the brand obtained 18 points in the memory of the advertisement and 5 points of increase in the purchase attempt.