Dive Brief: 

• Last month, Instagram introduced its first ads with Adidas, Ben & Jerry’s, Burberry, Levi’s, Lexus and Michael Kors as the brand guinea pigs. 
• The social app has released a case study covering the first four completed campaigns, which include Ben & Jerry's and Levi's. 
• According to Instagram, all four campaigns were successful in delivering a broad reach and achieving a high impact with a low frequency of ad impressions per user. 

Dive Insight: 

Obviously, it is in Instagram's best interest to portray the new ads in the most flattering light. The most impressive of the results would be the 32-point incremental lift in ad recall per campaign. That being said, the findings from this and other studies — like the one from Simply Measured comparing Instagram to Google+ — do seem to show promise for the ad product.