The main target audience for Instagram marketing is young people under 34 years old.
fbb’s goal through Instagram marketing was to attract fashionistas and boost sales. fbb wanted to somehow boost in-store sales and brand appeal during DurgaPuja, one of West Bengal’s most celebrated festivals. The brand knew they had to come up with a fresh way to attract India’s trendy millennials. So fbb created a brand marketing campaign on Instagram by telling interactive love stories.
Durga Puja is about celebrating new beginnings, so fbb wanted to create a campaign that would capture that spirit. fbb, along with Nishtasha Digital Media Private Limited (NDMPL), created a five-day interactive web series for Instagram Stories called “#pujoperfect” love stories. The episodes, which ran as ads in Stories and Feed, highlighted the journey of budding love between a young couple. The two main characters, Ananya and Roy, made the audience not only fall in love with the spirit of Durga Puja but also helped them experience fbb’s Durga Puja series.
Instead of offering a one-sided, passive experience, fbb empowered people to decide what to do next at the end of the episode. Marketers gave audiences relatable scenarios, such as being asked what outfit to wear, and asked them to share their opinions and preferences. The story evolved depending on how the audience responded. fbb used all the available features of Instagram Stories, such as emojis, GIFs, polls, answers, and filters, to encourage audience reactions and keep them engaged throughout the series.
The campaign encouraged customers to visit fbb’s Instagram page, increasing brand relatability and showcasing its fashion designs in a creative way. With a strong “swipe up” call to action, the brand effectively created leads and drove sales by taking audiences to its campaign microsite. There, they could fill out a form and provide their name, email, and phone number to receive a text message with a coupon code that could be used to purchase discounted items in the store.
fbb’s love affair with interactive stories on Instagram Stories paid off. From September 17 to October 8, 2019, the campaign achieved the following results: ① The coupon redemption rate of Instagram campaigns during the same period increased by 28% compared to other channels; ② Compared with other channels in West Bengal during the same period, Instagram campaigns drove visits to more than 20,000 stores; ③ Approximately $900,000 in sales came from store visits driven by the entire campaign; ④ Compared with typical peak season visits in the previous year, customer visits during the Instagram campaign increased by 22%. This shows the brand marketing influence of Instagram.