As Mediaweek reported earlier this month, Instagram is set to launch carousel ads in Australia on June 1, allowing brands to share more images with people interested in their posts. These carousel ads provide advertisers with flexibility in telling their stories by allowing people to swipe left on an ad to see additional images and link to a website of a brand’s choice to learn more, creating a more e-commerce friendly platform.
The first brands to roll out Carousel ads in Australia are Destination New South Wales (Vivid Sydney), Kathmandu and Crown Resorts.
Kathmandu’s (@kathmandu_live) Australian Carousel ad campaign has just gone live this week. Marketing Manager, Tim Loftus, says the campaign is inspired by Winter, #EmbraceTheCold is ideal for the Instagram platform.
“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.”
“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,” said Loftus.
Of the addition to the platform, Instagram ANZ lead Sophie Blachford said: “[It] allows advertisers to continue to tell their brand stories, but over a series of images you can scroll horizontally and there’s a load more button. That allows the user to go to their website and continue the story within the Instagram app.”
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