Instagram case study: Levi’s gets 24% brand recall with frequency capping

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Due to its popularity with the younger generation, Levi's turned to Instagram to boost its appeal. This case study shows how the jeans brand reached 7.4 million people in the U.S. across a nine-day period, targeting people aged 18-34.


The Levi’s brand was among the first advertisers on Instagram. Over a nine day period in November 2013, the retailer posted four sponsored images featuring people wearing its iconic denim apparel and sharing a moment in beautiful outdoor spaces.

Ads were targeted to users aged 18–34 in the U.S. Instagram’s large audience ensured that the 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 was inserted in a user’s Instagram feed only once.

The ads reached 7.4 million people and 24% of people who saw more than one ad remembered seeing a Levi’s ad.

Julie Channing, Director of Digital, Levi’s, said: “Not only were we able to reach a large audience with our ads on Instagram, but the metrics clearly show we engaged with them in a memorable and authentic way. We’re pleased with these results.”

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