Banana Republic Using Instagram Videos to Connect With Consumers

As the holiday season arrives, Banana Republic is rolling out 15-second, content-rich video advertisements through Instagram, connecting to the brand's female millennial customers. Instagram users can expect to see the short videos appear on their news feeds. Banana Republic is among the first of leading companies along with Lancome, Disney, Cosmopolitian and Activision to incorporate Instagram videos as a way to interact with consumers. Jonathan Anastas, head of digital and social media at Activision, stated, "Our audience is becoming increasingly mobile centric, and Instagram is a mobile-centric platform. So it's an important part of the marketing mix."