Brand marketers will spend about $67 billion on Internet ads in the U.S. in 2016, meaning the industry will be flooding consumers with advertisements. Because brands are now content creators, they are responsible for ensuring that their assets are not only seen, but actively consumed by audiences.
Ad blocking, time-shifted viewing, and skip options are all creating an uphill battle for brand marketers. However, quality content and accountability are helping some companies get over the hurdles.
This is where Fullbottle and its solutions come into play.
The Fullbottle platform maximizes brands’ creativity by utilizing a pricing model that encourages content creators to be competitive. More importantly, Fullbottle helps brands tell meaningful, impactful stories through Instagram influencers. In turn, brands can raise awareness and gain an edge on the competition.
Toys”R”Us is one example of a company that utilized Fullbottle’s solution to drive brand awareness. The retailer launched their Big Book campaign in 2015, using the hashtag “#AwesomeMoment” to promote their toy catalog. Across Instagram, users posted images of children flipping through the “Big Book of Awesome,” effectively raising awareness of their brand and products.
With Fullbottle, 30 pieces of custom content were created and distributed by Instagram influencers. The company began organically trending with its “#AwesomeMoment” hashtag, and its number of followers increased as well. Finally, Toys”R”Us’ engagement rate rose to around 4 percent, which is almost twice the standard Instagram average of 2.5 percent.
While it can be difficult to stand out in an industry full of branded content, it’s possible with solutions from providers like Fullbottle. As Toys”R”Us learned first-hand, the right platform and creative, custom content can make all of the difference when it comes to driving brand awareness.