Kevin Systrom

People interact with their phones very differently than they do with their PCs, and I think that when you design from the ground up with mobile in mind, you create a very different product than going the other way.

Chobani did a really wonderful yogurt campaign on 'Instagram' to shift perceptions away from the fact that they were just yogurt. And they had a 7-point incremental lift on shifting that perception through a brand advertisement on Instagram.