30+ Instagram Story Examples and Case Studies

When Instagram introduced Stories in 2016, taking inspiration from Snapchat’s successful format, few could have predicted its transformative impact on social media marketing. The feature, which allows users to share ephemeral content that disappears after 24 hours, quickly became a powerful tool for businesses seeking to connect with their audiences more authentically and engagingly.
Instagram Stories has become an essential platform for brand engagement, with over 400 million daily active users and a 7.2% average reach rate. The format’s success is particularly evident among younger demographics, with one in four Gen Z and millennial users actively seeking Stories from products they’re considering purchasing.
Stories’ combination of immediacy, exclusivity, and discoverability makes it particularly effective for businesses. The feature allows brands to share behind-the-scenes content, limited-time offers, and interactive elements like polls and questions, creating a more personal connection with their audience. The platform’s various tools, including swipe-up links (for accounts with over 10,000 followers), collaboration opportunities with influencers, and promoted campaign capabilities, provide businesses with multiple avenues for engagement and conversion.
We shared a previous article, How to Create Stunning Visuals for Instagram Stories, but how are brands utilizing them to drive marketing and sales? How major brands utilize Instagram Stories reveals diverse and innovative approaches to digital marketing. Each brand, from luxury automotive companies to fast-food chains, has found unique ways to leverage the platform’s capabilities. Some focus on behind-the-scenes content, others on interactive features, and many use it for larger, multi-channel marketing campaigns.
Here is the requested list of brands and their Stories strategies:
- Mercedes-Benz Cars UK: Created innovative ads showcasing the C-Class Cabriolet through immersive storytelling focusing on open-top driving experiences
- DriveNow: Implemented cross-platform strategy testing to attract new customers
- Enel: Ran silent-friendly video ads promoting flash sales and special offers
- AirPay: Targeted millennials with animated vertical videos highlighting app functionality
- Ticket.com: Used 15-second videos with bright colors to target younger audiences
- Country Road: Combined boomerangs, GIFs, and cinemagraphs to promote premium fashion
- Tokopedia: Created holiday-themed videos with easy app download integration
- HiSmile: Partnered with Conor McGregor to reach male demographics through targeted storytelling
- McDonalds Malaysia: Developed animated ads combining storytelling with branding
- ASOS: Mixed high-production values with mobile-friendly video content
- CoverGirl: Launched I Am What I Make Up campaign featuring celebrity ambassadors
- LEGO: Used Canvas format to showcase interactive robotic playset tutorials
- Michael Kors: Targeted millennials with varied-length videos featuring model Martha Hunt
- E! News: Shares breaking news through timely Stories updates
- Maybelline New York: Coordinated TV and Instagram ads for mascara launch
- Twitter: Shares trending tweets through Stories format
- Nordstrom Rack: Shows behind-the-scenes content from photo shoots
- Brunch Boys: Utilizes Swipe Up and tagging features for food content
- NASA: Shares behind-the-scenes space exploration content
- Buffer: Discusses blog posts and company culture
- Airbnb: Creates interactive travel quizzes with destination reveals
- MSNBC: Employs employee takeovers for Q&A sessions
- Furthermore: Promotes newsletters through categorical content series
- Glossier: Shows product demonstrations and office life
- IBM: Uses geo-filters for targeted event promotion
- Whole Foods: Displays weekly sale items through lifestyle photography
- Spy Valley Wines: Converts user-generated content into micro-video ads
- MAC Cosmetics: Uses branded hashtags for makeup inspiration
- Brit + Co: Runs daily news updates with website integration
- National Geographic: Promotes conservation efforts through storytelling
- Reebok: Creates FOMO with limited-time offers
- Adidas: Produced celebrity-filled campaign about originality
- Aldo: Runs interactive mirror selfie contests
- Ulta: Encourages user-generated content through hashtag campaigns
- Sephora: Offers exclusive makeup tutorials and deals
- Lowe’s: Creates humorous content featuring pets
- American Eagle: Runs empowerment campaigns with micro-influencers
- Old Navy: Partners with celebrities for cause marketing
- Gap: Tests carousel ads for apparel collection promotion
This diverse range of approaches demonstrates the versatility of Instagram Stories as a marketing tool, showing how brands can adapt the format to their unique needs and audiences while maintaining authenticity and engagement.
