Top 10 Best Instagram Campaigns

Instagram is built around the proverbial notion that “a picture is worth a thousand words.” This thousand compounded by millions of social media followers results in seemingly boundless potential for spreading a corporate message. Instagram is easily among the fastest-growing social media platforms, with a 15% increase in users projected for 2016, and the platform gained its users through its beautiful presentation of their pictures in a simple, pleasing format. The best Instagram campaigns take advantage of this nature

Facebook (which owns Instagram) announced that they had reached 500 million users and 300 million daily Instagrammers on June 21st of this year. It’s apparent that Instagram can be a powerful platform for companies to interact with their customers. With the right filter and editing tools, users are empowered to create aesthetically pleasing photo feeds combined with the perfect hashtag that will catapult anything to a top trending item. Some companies have leveraged this power to influence with impactful posts and launched marketing campaigns reaching customers worldwide at the swipe of a finger. These are some of the best campaigns around (in our opinion), and the companies behind them.

Starbucks

The country’s favorite coffee shop produced the #WhiteCupChallenge campaign in April of 2014. Starbucks prompted their devoted customers to create a unique design for their famous white coffee cups and tag their customizations with the hashtag. The coffee drinker with the best cup design would be selected, and their creation produced as a limited edition reusable mug sold at Starbucks nationwide. A Pittsburgh native won the competition with her eye-catching black and white design shown above. The campaign engaged the company’s’ loyal customers, tapped their creativity, and shed light on the business’ pledge to be an eco-friendly and waste conscious corporation through their production of plastic and paper products.

Target

Thanks to Target, gone are the days of going door to door around your neighborhood in search of candy on Halloween. The retailer launched their innovative virtual Trick or Treat adventure through their Instagram page in 2014. Followers were enticed with animated posts on the page’s very own “Halloween Hills” neighborhood that displayed both a trick and treat house. From there, based on the consumer’s choice, links embedded in the photos would transport them to a destination of their liking; if a user tapped on the “trick” house tag, Instagram would transfer them to a page concerning spooky DIY ideas for Halloween and quirky crafts for “treat”. Additionally, every do-it-yourself project could be carried out with materials found in each Target store. Target’s campaign took notice of the average consumer’s desire to create do-it-yourself decorations and built around that trend.

Mercedes-Benz

Mercedes-Benz has built their brand around their customers’ demand for luxury. With the release of their new 2015 Mercedes GLA Compact SUV, they also introduced a new virtual campaign. Through its beautiful Instagram posts, Mercedes drove traffic to the Make Your Own Mercedes platform, which engaged visitors to build their ideal car. The user-friendly platform allows visitors to select everything from the vehicle’s color to the type of roof to be installed. Of course, the most appealing of these designs were in turn shared to Instagram by Mercedes. Mercedes’ engagement with its customers and the understanding of their audience allowed them to release this; one of the best Instagram campaigns a car manufacturer has ever launched.

Ben & Jerry’s

The geniuses behind some of the world’s most inventive ice cream flavors whipped up another great idea. In 2013, the company released their “Capture Euphoria” campaign. Fans worldwide participated in posting their relatable expressions when enjoying their favorite Ben & Jerry’s ice cream flavor on Instagram with the hashtag #captureeuphoria. The best posts were then selected by the company and transformed into timeless ads featuring the user’s Instagram name. Ben & Jerry’s did what it does best: engaging their customers from all over the world through the love of a tasty frozen treat, tying them into a tasty Instagram campaign

Coca Cola

Coca-Cola has a knack for customer engagement in all forms, and their Instagram campaigns reflect this talent. The #shareacoke campaign was launched in June of 2014 across all of Coke’s social properties. The personalization of Coke cans and bottles with scores of popular names resonated across the generations of their customers, especially millennials, who in turn shared their experience with their peers on social media. The campaign helped to reaffirm the brand image that Coca-Cola broadcasts, as it was built on the foundation of Coke’s values of community and shared experiences. As the soda industry continues to take blows from regulators and health experts alike, it’s important Coca-Cola innovates with new marketing campaigns like this one, one of the best Instagram campaigns – and one of the best marketing campaigns – ever launched in the industry.

Vogue

In the fast-paced world of fashion, it’s important to stay ahead of the game and keep on top of new developments in style preferences. This innovation charged the launch of their LikeToKnow.it program. Customers who enroll receive an email with an itemized, hat-to-heel list of what the model in each Instagram post is wearing. The email even includes links to retailers who offer the item and will deliver it to your doorstep. This bridges the gap between a consumer’s taking note of an item they like and the purchase of that item. In this way, Vogue offers added value to its followers, designers, and retailers. This added value cements Vogue’s place as a thought leader in social media marketing and makes its LikeToKnow.it concept one of the best Instagram campaigns out there.

GoPro

This tiny camera revolutionized the way thrill seekers and adrenaline junkies share their adventures. GoPro’s Instagram page inspires visitors to get out of their comfort zones and do something daring. In 2014, the company launched its #iwillgopro campaign and followers everywhere wanted in. They explained it in three easy steps: answer the question “How will you Go Pro?” in less than 500 characters, create a visual representation of your answer, and submit using the hashtag. The company selected one grand prize winner, receiving the opportunity to follow through on their proposal with a friend to create an epic GoPro video. This campaign effectively engaged GoPro’s fans and encouraged new customers to join the brand to try their hand at documenting their heart-pounding exploits.

TOMS

Best known for their comfortable footwear and compassion, TOMS shoes announced the launch of their campaign #WithoutShoes last May and received a whirlwind of responses. The TOMS Instagram page encouraged its followers to get involved. Customers were encouraged to go a day without shoes, and Instagram users were asked to post a photo of their feet with the hashtag #WithoutShoes. For every picture posted, TOMS donated a pair of shoes to a child in need of footwear. The response was incredible: nearly 400,000 photos were posted for a good cause and spread the TOMS brand and its message of compassion and social responsibility. The way TOMS tugs at our heartstrings makes its #withoutshoes one of the best Instagram campaigns out there

Nike

Nike is a brand that likes to be innovative, sleek, and fresh in their products and message. Recently, Nike has chosen to capitalize on the tendency of consumers to prefer personalization in their fitness gear. Their ad campaign #NIKEPHOTOid encouraged their over 10 million Instagram followers to customize their running shoes, then post, tag, and share pictures of their unique gear. Through their community of loyal Instagram followers, Nike built the idea that even your workout gear can be a customized form of self expression suited to individual preferences and workout styles.

Heinz

Yes, even America’s favorite bottle of ketchup has an Instagram page, and they are producing a whole lot more than just smashed tomatoes. By launching the #MeetTheKetchups campaign this year, the company introduced the whole family of ketchup bottles. This launch reminded devoted ketchup lovers to not only continue to love their traditional red sauce, but also try out the brand’s other offerings. From Organic, to Simply Heinz, to the new Sriracha-flavoured ketchup, Heinz’s new campaign added a new flavor to a classic and ubiquitous palate. For an added chuckle, look closer: all of the members of the ketchup are pictured holding a dachshund dressed as a hot dog!

Is your favorite campaign missing? Share which companies you think have the best Instagram campaigns in the comments below!