How These Two SMBs used Instagram Videos to Drive Awareness | Budgeting Brilliance (Campaigns ≤ $400,000) | Industry Insights | All MKC Content | ANA

How These Two SMBs used Instagram Videos to Drive Awareness


Instagram is one of the most popular social media networks hosting 2 billion monthly active users. According to a Statista report, the platform welcomes one billion active users, being the most popular in India and the U.S., "which have respectively 201 million and 157 million Instagram users each."

As an image centric platform, Instagram empowers brands to highlight their products and services to sought after audiences in innovative ways. Recognizing its potential to reach audiences, 80 percent of marketers incorporate the social app into their digital marketing campaigns. Instagram has also become essential for small-to-medium sized businesses (SMBs), with one in two people using the app to discover new brands, products, and services.

Moreover, 50 percent of Instagram users have visited a website to buy a product or service as a result of seeing it in their "Stories" feed. Two SMBs that leveraged Instagram to engage consumers are Young People's Theatre (YPT) and Erigo. Both brands were able to connect with consumers and drive measurable results with video campaigns that took advantage of the platform's unique video strategy formats.

Young People's Theatre: #StarinAR

Young People's Theatre is Canada's largest and oldest professional theatre for young people, providing 150,000 patrons annually with a full season of theatrical presentations and arts education programing. In 2021 the company launched a campaign to drive awareness of its organization and the benefits of the performing arts.

With the help of Zuly Alpha Kilo, a Toronto-based ad agency, YPT created two interactive Instagram ads, targeting English-speaking Canadians between 25 and 50, introducing the organization's branded AR filter. Each ad included a "Try in Camera" button that enabled users to take center stage in a virtual theater scene, equipped with cues and lines that appeared on-screen. It also encouraged people to share their experience via the hashtag #StarInAR. After a month, the campaign resulted in a 6.3-point lift in ad recall and a 1.8 lift in brand familiarity.

Erigo: Virtual Stylist

Indonesian streetwear brand, Erigo, created an Instagram campaign to reach new potential customers through personalized online shopping experience. During Ramadan, the brand launched an Instagram Direct campaign, that when clicked encouraged people to chat with a virtual stylist that offered personalized recommendations. For the video asset, the brand partnered with local celebrities who promoted the brand and educated people on how to chat with the Erigo stylist.

At the conclusion of the session, the stylist would provide a link to Erigo's ecommerce page and a discount code. The campaign, which ran for seven weeks between April and May 2021, targeted generation Z and millennial Indonesian men who never interacted with the brand's Instagram page before. After the initiative, a brand lift study found that the campaign resulted in:

  • A 1.9 times higher incremental basket size from customers who clicked to Instagram Direct, compared to those who didn't within the same period of time
  • A 3.5 point lift in brand awareness
  • 8,700 people assisted over six weeks

The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.

Dominick Fils-Aimé is a manager of editorial and content development at ANA.