Instagram has recently launched a new feature, enabling advertisers to access its API in order to create move compelling creative content through the photo sharing app, and US fast food brand Chick-fil-A is one of the first to make use of the new capability.

Working with social marketing firm Brand Networks, the company used the Facebook-owned app to promote its Cow Appreciation Day, making use of the advanced targeting capabilities and optimisation tools now available to marketers.

“Advertisers have been eagerly awaiting the chance to bring their content to Instagram,” said Jamie Tedford, CEO and co-founder of Brand Networks. “Now, Instagram is bringing on experienced Facebook Marketing Partners to help brands use the same advanced Facebook targeting tools to create and deliver relevance-driven ad campaigns that increase ROI by reaching the right audience, at the right place and time.

“This is one of the most anticipated moments in the evolution of advertising, and we expect the platforms offering will continue to expand rapidly.”

As one of Facebooks marketing partners, Brand Networks has been able to make use of new ad formats for the campaign, including link ads, video ads and mobile app install ads, as well as proprietary features like RelevanceRank scores, event triggers for ultra-relevant contextual advertising and algorithmic performance optimisation.

“Organically, Instagram has been a strong channel for the Chick-fil-A brand,” said David Williams, social and digital marketing at Chick-fil-A. “Thus, the opportunity to partner with Brand Networks for Instagrams new Ads API was an obvious call. It also came at a fortuitous time as it fell perfectly to support Cow Appreciation Day.

“The brand lift we saw reinforces our conviction that Instagram excels at showcasing image-focused content, highlighting real-time events, and complementing Facebook tactics.”