The Levi’s brand was among the first advertisers on Instagram. Over a nine-day period in November 2014, the retailer posted four sponsored images featuring people wearing its iconic denim apparel and sharing a moment in beautiful outdoor spaces. Ads were targeted at users aged 18-34 in the US. Instagram’s large audience ensured that these sponsored posts reached millions of people who visit Instagram regularly to be inspired by well-crafted imagery.
By managing the frequency of the sponsored posts, Instagram ensured that users saw Levi’s ads only twice on average. Each creative ad was inserted into a user’s Instagram feed only once.