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Reaching 5.5 million people using Instagram branded content ads with LA CREMERIA

05 February 2021

A sweet treat

Malaysia’s biggest ice cream brand, LA CREMERIA  is well-know for trying out new ways of interacting and engaging with their audience. In 2019, the brand stayed true to this aim as it collaborated with several Malaysian celebrities in order to create a series of entertaining Instagram branded content ads. These ads were set to boost the brand’s awareness and allow them to interact with their consumers through their favourite celebrities. 

A recipe for success

The collaboration between the ice cream brand and the wide selection of Malay actors resulted in a branded content campaign that featured on Instagram. These ads consisted of a range of videos in which the celebrities reenacted scenes from their popular TV shows while enjoying LA CREMERIA’s delicious ice cream. The ads were then posted to each of the actors personal Instagram profiles, and by using branded content ads, the ice cream brand was able to boost the posts on its own account. 

In line with Instagram’s guidelines, the videos were marked as a paid partnership with LA CREMERIA, which helped the brand to reach the followers of their celebrity influencers, as well as their own, through their ads. 

In order to execute and measure the success of the Instagram ads, LA CREMERIA worked closely with Zenith, a media agency. In doing so, they were able to identify the best-performing posts selected by their targeted audience, this content was then reused multiple times over the duration of the campaign. 

The results

The collaboration with Malay celebrities successfully met LA CREMERIA’s goal in reaching a larger audience as it achieved: 

  • 5.5 million people reached
  • 5.6X increase in ad recall among 35- to 40-year-olds
  • 4.5X increase in likeliness to recommend
  • 4.5X increase in ad recall among women
  • 2.9X increase in purchase intent among 25- to 34-year-olds

This blog was originally published by Instagram. If you would like help with Instagram If you are looking for advice on creating successful Instagram ads, get in touch now and arrange a FREE consultation with a member of our team. If you enjoyed this blog, check out more just like it here.