Contagious Insight /
Have it your way / After 40 years, Burger King ditched the ‘Have It Your Way’ slogan in 2014, replacing it with ‘Be Your Way’. Grammatical accuracy aside, the quick service restaurant is still keen for customers to personalise their food, and this campaign brings that to life for the Instagram generation.
Instastats / Instagram has around 800 million monthly active users. The majority (59%) of internet users between the age of 18 and 29 are on Instagram, and a large chunk (33%) of older users, those aged between 30 and 49, are, too.
Even more encouraging, Instagram Advertiser asserts that 75% of Instagram users take some form of action after looking at a post on the social media platform, which explains why there are now some 25 million businesses on Instagram.
Instagram’s Stories platform, which launched in 2016, has been an especially compelling proposition for brands, and now attracts around 300 million monthly active users. In 2016, cosmetics brand Kiehl’s reported that 8% of its followers viewed its Stories, compared with the 2% who liked the brand’s photos - and that was before Instagram changed its algorithm and made it harder for brands to connect with users through the photo feed.
Instafeatures / The array of features available on Instagram affords brands the opportunity to hack and tweak to create new and unusual ways to engage audiences. Contagious has previously written about brands that have used Instagram Likes to attract theatre fans, and hashtags to create virtual queues to build hype for a sneaker drop.
A bit of ingenuity and a focus on interactivity is good bet for scoring higher engagement – as is providing customers with an incentive to participate and the chance to customise a product to their taste. The three minutes that users spent with Burger King on the Stories Ordering campaign dwarfs the three seconds that Snapchat users are said to spend watching video ads on average (Contagious couldn’t find a comparable Instagram figure).
The polls function within Instagram is also particularly useful for brands as a means to gather relevant audience data. Burger King shows how to put that data to immediate and effective use, by creating a new Whopper based on the results and marketing it as a novelty.
