[SMK] Social Media Knowledge

Menu

DIGITAL MARKETING NEWS

Chipotle takes to Instagram for queso

Chipotle has taken advantage of Instagram Stories to post 100 photos of queso dip to bolster their latest ad campaign.

A queso qualified success

The recent ad campaign, aptly titled Queso Cup, is a reaction to previously mixed reviews floating through Twitter in regards to the recent US rollout.

To prepare for the new marketing strategy, Chipotle scrapped nearly all its posts to launch a 100-part Instagram Story with queso dip featured in every post.

Once a user clicks through the Story, a prompt arises with a code word strung with a series of emojis, which customers can text to enter a contest.

Instagram Story brings the numbers

Chipotle’s Queso Cup Instagram campaign generated an impressive 75% completion rate. The Story encouraged users to engage all 100 posts to reach the code.

The US Mexican grill chain claims to have increased its marketing reach by up to 60% by using Instagram’s gallery format, such as spotting the difference between two pictures of chips and salsa.

Instagram has reported 250 million out of 800 million accounts engage in Stories. Chipotle’s new approach is demonstrating the power of Stories as a marketing tool. With the increase reach and engagement of the new ad endeavour, this may be the start of new kind of Instagram marketing.

Have you engaged any Chipotle Stories? Have you noticed any other companies with similar campaigns? Let us know in our comments below.

Learn with SMK through December

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

Picture of SMK Editor

SMK Editor

December's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

Leave a Comment

RECOMMENDED FOR YOU