Last month, Ben & Jerry’s was revealed as one of the first brands to partner with Instagram to run video ads. The social media platform has taken a hands-on approach for this new ad medium, working with select partners (Burberry, Levi’s and others). It was no surprise that Ben & Jerry was one of the chosen brands, as the ‘Genius’ brand and 5th in L2’s Digital IQ Index: Food has been a leader in experimenting on the social frontier.
Ben & Jerry’s was one of the first to incorporate user generated content in 2012, when it launched a user-generated contest with the hashtag #captureeuphoria and used 20 of the results in local print ads. In 2013, Ben & Jerry’s joined Michael Kors and Levi’s as part the first group to run Instagram ads, and gathered more likes and followers from the ads than any other participating brand. After four ads, Ben & Jerry’s increased its followers by 20% or 50,000. The ice-cream brand has more followers on Instagram than all other food brands, more than 365,000, and is the only food brand to run an ad on the platform.
Instagram is most associated with Beauty and Fashion categories. L2’s Intelligence Report: Instagram found that Fashion and Retail dominated the platform’s top ten communities while Beauty brands had the highest engagement. Ben & Jerry’s has proved an exception to the trend, placing itself on a level playing field with the leaders in those categories.