[SMK] Social Media Knowledge


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.

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