BUSINESS OF FASHION: INSTAGRAM’S AD CAMPAIGN GOES ACROSS THE POND
It is no surprise to see celebrated photo-sharing app Instagram integrate advertising into their platform somehow. Beginning around November 2013, some of us who live in the States have noticed sponsored posts occasionally as we leisurely scroll through our photo feeds. Little did we know that these sponsorships are not small prices to pay. Focusing on working with “brands who already have a very strong presence” on the mobile app, Instagram has struck a deal with Omnicom for a yearlong agreement of $100 million. According to Ad Age, Instagram’s sponsorship advertising deals could span anywhere between $350,000 to $1 million.
The simple yet highly consumable platform has become a breeding ground for creative minds: “people curate their feeds so carefully: they choose photographers, celebrities and friends, which is much more consistent with a creative context,” says James Quarles, Instagram’s global head of business and brand development, to the Guardian. Naturally it would make sense to solidify a deal with Omnicom, which works with creative brands like Rimmel, Sony Music, and Waitrose in the UK.
The US template will be reused for the UK launch: still-images with the option to like, comment, or ignore. To meet that goal, Waitrose has already promoted a “deliciously messy” concept while Rimmel launches multiple shots of women putting on make-up peering into different reflective glasses.
Although the ad campaigns are being slowly integrated, they have already planned their next endeavor of expanding the project to Canada and Australia. The “premium” high-gloss environment that Instagram boasts is comparable to magazines – rather than flipping pages, we’re scrolling.
Much less like acute targeted advertising, the concept is still very broad with only a handful of adverts participating. Not everyone is a fan of the pumpkin spice latte, but we digress. Have you found yourself wanting to pick up a tube of Rimmel mascara?
Article thumbnail image is one of Rimmel London’s Instagram Ads