Over the past decade, technology has really taken off. We have phones that can listen and react to our commands, devices that can shop for us just by using our voice, and so much more. Social media has also taken off in the same time frame. People stay connected to the outside world through the use of Twitter, Instagram, Pinterest, LinkedIn, among others.
Companies have taken advantage of the opportunity to pay to advertise their products on these templates. The most influential of these aps allowing the advertisement of products is Instagram. Widely considered one of, if not the most successful social media apps, Instagram allows companies to post pictures like everyone else. These ads almost perfectly blend in with the surrounding pictures while a user is scrolling. Unlike YouTube or Facebook, Instagram’s ads are not so easy to pass up. So by using Instagram, advertising companies are able to get you to notice their products, even if subconsciously. Two companies that I want to examine are Under Armor and Tommy Hilfiger. Both use Instagram’s ad process very advantageously and are both highly successful companies.
Under Armor, as everyone knows, is one of the biggest athletic providers in the world with Nike and Adidas. They want to gain a competitive edge anyway they can. Their most recent campaign was titled “Rule Yourself”. On their website, they cited the objective as “wanting to raise brand awareness and reach its target audience to motivate them to follow through with their workout routines, using both Instagram and Facebook.” Using Instagram’s targeting features for ads, Under Armor wanted to set their ad to be seen by 14-34 year olds. To draw in those perspective customers, they used athletes like Stephen Curry and Michael Phelps to show that their grind never stops. They wanted to target people who seemed to be athletically inclined, or liked to be outdoors. They used keyword searches to pinpoint those people, and even used pictures of people who tagged Under Armor in their personal pictures as people to advertise to. Through the ads, they wanted to “lift purchase intent, increase message association, and increase ad recall.”
Comparatively, Tommy Hilfiger wanted to reach a whole new audience. They were looking to position their new Tailored line in Latin America. One of the same things that they did that Under Armor did was to use a professional athlete, Rafael Nadal, to draw consumers in. They targeted people in the same way that Under Armor did, by using Instagram’s ad targeting features. They wanted to reach a younger demographic, so they implemented an age cap on who could see the ad. They also used Instagram’s features to target people by gender and interests, “for example clothing, sports and Rafael Nadal.” The ad was not just targeted towards Latin American men, however. The ad showed up on some females’ feeds as well, hoping to spark their interest in buying their significant other a new tailored suit. Through the ad, Tommy Hilfiger was able to reach almost fifty percent of their target audience. They were also able to increase their views of other campaign videos by three times the previous amount.
In summary, both of these companies were very successful in using Instagram’s targeting features. Already highly regarded companies in their field, they used a feature that is available to every company to create awareness for their new campaigns. Many other companies in their industries will begin to use these features, if they have not already, after seeing how successful the Under Armor and Tommy Hilfiger campaigns were.