Vivid Sydney, Kathmandu and Crown take up Instagram carousel ads

Social media network launches its new carousel ads for Australian brands

Lacoste's new Instagram carousel ad campaign
Lacoste's new Instagram carousel ad campaign

Instagram is officially rolling out its new carousel advertising offering in Australia and has signed up Destination NSW, Kathmandu and Crown Resorts as first customers.

Carousel ads were announced earlier this year and allow advertisers to include multiple images within an Instagram post as well as a link to their website that users can swipe through. They become official in Australia from 1 June, the same time as the ads go live in the UK, Canada, Germany, France and Brazil, although several have already launched.

Kathmandu marketing manager, Tim Loftus, said its Australian Carousel ad campaign was inspired by winter, and is using the hashtag, #EmbraceTheCold.

“By showcasing our stunning adventure imagery on this highly creative canvas, we seek to remind everyone that there is no such thing as ‘bad weather’ when you are wearing high quality gear,” he said in a statement.

“Kathmandu is about inspiring travel and adventure. The Instagram carousel allows us to take our audience on a real adventure, showcasing multiple images and links in one ad. The format is interactive, and allows us to tell our story in new and engaging ways. The website click-through feature provides a call to action for the audience.”

Crown Resorts chief marketing officer, Christopher Coyne, said his marketing team was growing its social media program as part of efforts to promote a new vision for the business.

“Embracing these cutting-edge opportunities means we are no longer bound by a single story and can showcase multiple truly fantastic Crown experiences that are available to our customers. #Eat #Play #Stay #Relax,” he said.

Globally, brands that have signed up to carousel ads include GMC’s panoramic interior view of the new Sierra, CeaBrasil (Brazil), Fido (Canada) and Lacoste (France).

Instagram rolled out ads on the social media platform to Australian advertisers last October. Early brands to sign up included Tourism Queensland, Ben & Jerry’s, Toyota, McDonald’s, Lenovo, Audi, and Mondelez International’s Vegemite and Philadelphia Cream Cheese brands.

Read more: Tourism NT recruits Instagram trio for new social media campaign

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Hey Nadia, interesting read. We have all read about what your chatbots should offer or have but haven't came across with anything about w...

Ashish K Jain

What not to do when building chatbots and voice-based brand interactions

Read more

There are some many other great solutions compared to the ones you listed here. Our clients left some of those and switched to MARA (getM...

Alexandru Rada

CMO's top 10 martech stories for the week - 9 June

Read more

Charming Shane. You know this is a public forum, right ?

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

I agree customer intimacy is a great way of creating better customer experience. Especially in the Insurance and Financial industry. Her...

Jessicalopez1989

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in