Progressive was among the first marketers to leverage Instagrams sponsored posts…serving users advertisements within their Instagram newsfeed. We ran both paid and organic videos and stills on Instagram.

This did not run on TV so there were no regulations imposed by TV stations or broadcasting companies.

This only ran on socially with posts on Instagram, Twitter promoted trends, and Facebook.

Restrictions and regulations for Instagram:

No duplicative work. Meaning, the videos that ran through the sponsored posts (paid) could not appear organically on instagram or on any other channel. The videos we ran through the sponsored placements were only run on Instagram. We re-ran organic videos as Twitter promoted trends and on Facebook.

No copy on the video, except they allowed a hashtag #Flobron to be featured at the end of the video

They also allowed us to edit a P into the behind the scenes content, again at the end of the video

The goal with the two different end treatments was to differentiate the branded content from the behind the scenes content

The content was contextually relevant, designed to support the launch of basketball season. The launch of the campaign was on Halloween.

Total video likes: 17422

Total video comments: 2263

Total image likes: 32217

Total image comments: 1636