Speaking to Marketing, John Lewis’ head of online marketing, Lloyd Page, said the goal was to try and lend youth appeal to the retailer’s fashion range during the #JohnLewisFashionEdit campaign.
He said: "Instagram is our newest social channel."
"It started for us as a channel dedicated to our fashion and beauty offering, helping us to drive re-appraisal of our range to a younger female audience in both areas."
The campaign involved a blog-style photo shoot showing off high-end ranges.
According to figures provided by Instagram, compiled using Nielsen’s brand effects suite, the campaign resulted in greater purchase intent for users aged between 25 and 34 years old. Purchase intent saw a 14-point lift, while ad recall was up by 10 points.
It also boosted ‘favourability’ among users aged between 18 and 24 years old by three points.
Designing brand communications for people who are on their phones every day requires a slightly different approach to traditional media
However, Page added that John Lewis was not considering another ad campaign for the time being.
He said: "There are no plans currently but as with any new advertising approach we'll continue to keep a close eye on how it develops."
Instagram also reported positive results for Cadbury’s ‘Free the joy’ campaign. The chocolate brand saw a 20-point lift in ad recall, and an eight-point lift in association between the ‘Free the joy’ tagline and the campaign message among those aged between 25 and 24 years old.
Alastair Cotterill heads up Instagram’s Creative Shop in EMEA, the site’s in-house brand and agency consultants.
Cotterill would not disclose the cost of running an Instagram campaign in the UK, or the site’s demographics skew. A report from Pew earlier this year suggests a quarter of all Americans online use Instagram, with 53% of them aged between 18 and 29 years old.
Cotterill said brands were increasingly understanding the importance of visual communications.
"Designing brand communications for people who are on their phones every day requires a slightly different approach to traditional media.
"When we about a visual language, it’s about how you will communicate consistently over time, because Instagram is a feed-based environment. Having consistency in your voice is really important."
Asked whether new platforms such as Snapchat, which is experimenting with ads, might be a threat, Cotterill said it was up to brands to determine the best channel for their content.
He said: "The way I talk to brands about this is in terms of understanding how people are using their phones, and the different roles roles these platforms play. It’s about understanding which platform makes the most sense in terms of audience."