Instagram - Digiday · Burberry The brand has been uniquely integrating Instagram into their runway...

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Instagram

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Agenda

• Overview of top brands and categories + latest stats

• Platform updates

• Brand examples of Instagram video

• Top brands’ activities

• Other notable brands and activity

• Events, campaigns, and unique usage

• Key observations and ideas

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Latest Stats

• 130M registered users (+500% since Facebook acquisition)

• 16B photos uploaded, 45M per day

• 1B likes/day (~12K per sec), 1K comments per sec

• Average time spent per month = 257 minutes

• Highest Q/Q growth for any social network Feb-April 2013

Sources: Instagram Blog and Simply Measured Instagram Brand Adoption Study May 2013

Interbrand 100

Social Network Adoption

Comparison

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Brands on Instagram

• 67% of brands on the Interbrand 100 have an Instagram account (+27 pts. vs. August

2012) with total followers of 7M

• Top 10 brands control 92% of the engagement (Nike, MTV, Starbucks, Burberry, Gucci,

Tiffany & Co., Audi, Adidas, Ralph Lauren, and Mercedes-Benz)

• Luxury and apparel categories most successful (7 of top 10)

• Other notable: Topshop, Red Bull, Vans, Sharpie

• Average interactions for brands per photo = 5603 (likes + comments)

• 98% of Instagram photos shared to Facebook

3-month totals

Source: Simply

Measured Instagram

Brand Adoption Study

May 2013

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Platform Updates

• Web embedding

– Instagram photos and videos can be added to web posts on

blogs, websites or in articles

• Video capability

– Minimum length = 3 seconds, maximum length = 15 seconds

– 13 filters

– “Cinema” feature to steady shaky videos

– Videos play one time automatically (vs. Vine with constant loop)

– Appear in new Facebook newsfeed in large format just like

Instagram photos

– 5M videos uploaded in first 24 hours following the feature

release, peaking as the Miami Heat won the NBA championship

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Instagram Video

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Leveraged the new Instagram feature to announce the nominees for this year’s Video Music Awards

by category through clever and “homemade” style videos. In addition, the channel posted behind-

the-scenes content from one of their most popular shows to help message tune-in of a special live

stream from Comic-Con.

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Open Road Films: “Jobs” Movie Trailer

Movie studios tend to be on the leading edge of using social media to promote their upcoming films.

In March Marvel Studios premiered a teaser of the Wolverine trailer on Vine. In July Open Road Films

crafted one for “Jobs” specifically for the Instagram platform, receiving ~90% I-Rate on the post.

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Nissan

One of the first brands to elicit UGC for Instagram videos for the brand’s newly redesigned Versa

Note. Users asked to submit creative videos highlighting how the car integrates into their lives. The

top 3 videos will be integrated into the ad creative for the major launch campaign this fall.

Note: Nissan actually pushed back this

social campaign to incorporate Instagram

once the video feature was released. It

was originally intended only for Vine.

http://yourdoortomore.com/

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Topshop

Topshop blatantly promotes their products through Instagram videos with product codes listed in the

post copy. Most retailers couldn’t get away with this but they use popular music as the theme and

have received strong engagement. The Instagram audience is Topshop’s most engaged fan base.

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Burberry

The brand has been uniquely integrating Instagram into their runway show experience for more than

a year, so it was only expected that the new video feature would be leveraged in a similar fashion.

This year’s Menswear show with behind-the-scenes content for their first video post.

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Taco Bell

Social media has been a main component of the promotion of Doritos Locos Tacos since they first

launched. Naturally the brand took advantage of this new Instagram feature to creatively continue

the story.

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Lu Lu Lemon

“Every mat has a story to tell” demonstrates the versatility of their yoga mats with backgrounds that

change into many different environments while the subject does a simple yoga move. This post

showcases the editing ability of Instagram video vs. Vine, which is a definite advantage for the network.

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Top Brands’ Activities

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#1 Brand on Instagram: Product usage & major campaigns Nike features many shots of their products in use, whether shoes or equipment. Major campaigns often feature an Instagram tie-in from #MakeItCount at the beginning of last year to #FindYourGreatness during the Olympics in 2012.

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#RiseAbove campaign Instagram contest from the Jordan brand showcasing global submissions of people rising above adversities to play basketball. http://www.nike.com/jumpman23/riseabove/

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First brand to reach 1M followers (Nov 2012) MTV has a history of using the channel to cover events with a major splash after the Grammys in 2011 to boost the page into the top tier. The page also features popular show content and behind-the-scenes images and of course celebrities from music, reality TV, and their own shows.

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Starbucks

In-store experience Highlighting employees, tasting events, etc. In their first Instagram video, Starbucks showed the experience within the very first store in Seattle. A great way to give fans a glimpse into this historic site when they may not be able travel there.

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Starbucks

Causal Highlighting community service events

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Burberry

Reinforcing the lifestyle This page exudes luxury, featuring products, shots from fashion shows, celebrities, etc.

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Burberry

Reinforcing the lifestyle This post, addressed to all Instagram followers, still communicates an element of exclusivity. Fashion show invitations are a perfect way to reinforce the Burberry lifestyle and drive traffic to their website. The live event was also covered by Instagram posting.

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Instagram

feed synced

to the show’s

live video

coverage

Burberry: “Menswear S/S 13” A dedicated page on their website covered the Menswear S/S 13 show from Milan with a live Instagram feed.

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Other Notable Brands & Activity

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Red Bull

Sharing the brand experience Red Bull does an excellent job of curating photos that completely represent the brand experience and engages with posts from the Instagram audience that showcase “getting your wings”. This is also evident through a number of Instagram contests they have executed to reinforce the brand’s connection to sports.

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Red Bull

Sharing the brand experience Red Bull does an excellent job of curating photos that completely represent the brand experience and engages with posts from the Instagram audience that showcase “getting your wings”.

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Red Bull: “King of the Rock”

The “King of the Rock” contest supported the overall brand sponsored basketball tournament by urging fans to snap pics holding a basketball in the “most unexpected or surprising location” for a chance to attend the finals in San Francisco.

Instagram feed

Winning photo

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Red Bull: “Summer is Here”

This Instagram contest built excitement for the X Games where photos had to be shared or liked by ten people to qualify for entry, driving the engagement factor.

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Sharpie

Product usage After observing fans uploading their own creations, Sharpie took advantage with their account to spark inspiration for their products featuring both fan and employee artwork.

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Sharpie

Product usage Earns strong engagement by staying culturally relevant while maintaining balance with brand equity.

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Bergdorf Goodman: “Shoes About Town”

http://blog.bergdorfgoodman.com/bg-shoes

Bergdorf is often highlighted for their unique use of maps in “Shoes About Town”, having fans upload

their photos of shoes with a tag in Manhattan.

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Bergdorf Goodman Leveraging the brand’s unique visual content BG used an iconic brand association with their holiday windows contest and gave fans not able to

visit NYC the opportunity to view them. Featured on a Facebook tab and mentioned in posts.

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Campaigns

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Ben & Jerry’s: “Capture Euphoria”

Reinforcing emotional connection to their product, Ben & Jerry’s asked fans to upload their euphoric

moments to Instagram with #captureeuphoria. 17K photos were submitted and the favorite shots

were featured in local advertising.

http://captureeuphoria.benjerry.com/

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Ben & Jerry’s: “Capture Euphoria”

Cross-promoted on Facebook

Reinforcing emotional connection to their product, Ben & Jerry’s asked fans to upload their euphoric

moments to Instagram with #captureeuphoria. 17K photos were submitted and the favorite shots

were featured in local advertising.

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Ben & Jerry’s: “Fan Friday”

The brand also has successful ongoing engagement through activations like “Fan Friday” where

fans are recognized for their best Ben & Jerry’s related Instagram shots with #FanFotoFriday.

Also featured across the brand’s other social channels.

Cross-promoted on

Facebook and Tumblr

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Ford: “Fiestagram” Ford’s Instagram competition to promote the Fiesta in Europe is often sited as a top campaign. It focused on highlighting the specific features of the vehicle by releasing a new corresponding hashtag each week (i.e. #Listening, #Music, #Starting, etc.) to be used with #Fiestagram for the 6 week contest. Each theme rotated on a Facebook tab with a weekly winner and at the end the overall winner received a Ford Fiesta.

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Giorgio Armani: “Frames of Life”

To support the launch of their Frames of Life S/S 12 collection, Giorgio Armani built an Instagram program where fans could help reinforce the lifestyle with their interpretation of a summer holiday. Art direction was even included, “evoke that refined and suggestive mood that inspires the advertising campaign”, to help users become a “protagonist of the Frames of Life!”.

http://news.armani.com/en/giorgioarmani/framesoflife/framesholiday/

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Whole Foods: “Earth Month”

Whole Foods supported the cause by providing weekly themes during Earth Month last year that fans used as inspiration for photos on Instagram with #WFMEarth. Weekly winners received $100 gift cards.

Cross-promoted on Facebook

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Whole Foods: “Health Yeah”

One of the brand’s campaigns this year featured multiple social avenues to participate, including Instagram. Daily tips throughout January encouraged folks to get healthy in the New Year and users could upload their own using #HealthYeah. The program was located on a Facebook tab, Pinterest board, Twitter and Instagram.

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Saks Fifth Avenue: “See U @ Saks”

In Spring 2012 Saks launched a great Instagram promotion with direct call-to-action to go to stores. Fans were asked to photograph an item they wanted in Saks and upload it with #SeeUAtSaks for a chance to win a $1000 gift card. In addition to driving store traffic, Saks aimed to increase both their Twitter and Instagram presences with the promotion.

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Events and Unique Usage

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NBC News: Election 2012 Major events usually spike social activity and both brands and media outlets can take advantage. NBC News created their own map “Electiongrams 2012” with #NBCPolitics. Instagram uploads immediately spiked following the winner prediction on the network.

http://electiongrams.com

Photo uploads per second

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Obama Campaign: “For All” President Obama used social media in numerous ways for both of his campaigns. In January 2012 he joined Instagram and his campaign created a program supporting the “For All” message asking supporters to upload photos with a message on their hand covering their heart on both Instagram and Twitter. Participants included celebrities and everyday voters.

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Obama Campaign: “For All” President Obama used social media in numerous ways for both of his campaigns. In January 2012 he joined Instagram and his campaign created a program supporting the “For All” message asking supporters to upload photos with a message on their hand covering their heart on both Instagram and Twitter. Participants included celebrities and everyday voters.

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Hurricane Sandy

Most shared event on Instagram in 2012, 800K photos uploaded (9x next closest event in 2012). In addition to users, media outlets like Time magazine used it to connect with their readers, sending five photographers with iPhones to specifically capture the event with the device and post on Instagram. It was also a great tool for finding supplies as users uploaded geo-tagged photos of open gas stations.

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Free People: “MYFPDENIM” Playing perfectly to their Millennial audience, Free People actually ships cards with hashtags to consumers that buy their denim products encouraging them to upload photos wearing their new purchases. Photos are not only featured in the denim gallery but also on product pages on the website.

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Free People: “MYFPDENIM” Playing perfectly to their Millennial audience, Free People actually ships cards with hashtags to consumers that buy their denim products encouraging them to upload photos wearing their new purchases. Photos are not only featured in the denim gallery but also on product pages on the website.

Sites that use this type of

UGC have seen up to

30% increase in

conversions.

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Moby: “Destroyed”

http://destroyed.moby.com/

Moby used an Instagram map to share photos from his tour, providing a unique behind-the-scenes perspective from stops all around the world. This could be a great tool for fans to track the SNF “Follow the Ball” bus throughout the season with glimpses behind-the-scenes at each city stop.

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Moby: “Destroyed”

http://destroyed.moby.com/

Moby used an Instagram map to share photos from his tour, providing a unique behind-the-scenes perspective from stops all around the world. This could be a great tool for fans to track the SNF “Follow the Ball” bus throughout the season with glimpses behind-the-scenes at each city stop.

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Takeaways: Brand Impact

There are a few distinct ways we have explored in this analysis of how

consumer brands use Instagram to achieve their goals and objectives.

1. Reinforce brand identity and content

• emotional connections (Ben & Jerry’s)

• lifestyle (Burberry & Armani)

• experiential/sponsored content (Red Bull)

2. Drive business results

• driving traffic in-store and online (Saks & Burberry)

3. Create fan value with both contest rewards and ongoing fan

recognition programs (Red Bull, Ben & Jerry’s)

4. Leverage marketing assets

• Sporting events drive some of the highest engagement on Instagram

and utilizing sponsorships is a great Instagram campaign opportunity

for brands.

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“5 Great 2012 Instagram Branding Campaigns” Patrick Coffee – PRNewser 12.19.2012

“5 Brands that are Instagram Superstars” Tom Edwards – imedia Connection 7.30.2012

“8 Great Instagram Brand Campaigns” Julie Blakley – Postano 8.21.2012

“How to Run and Effective Instagram Photo Contest” Lauren McCrea – Ignite 10.11.2012

“The Rise of Instagram in Social Marketing: Tapping Into Consumer Creativity” Andy Parker – Mashable 5.4.2012

“Use of Instagram growing among top brands” Econsultancy 8.9.2012

“Get the Picture: Brands Use Instagram for Visual Marketing” Lisa Buyer – Search Engine Watch

“Meet the 10 Most Followed Companies on Instagram - Ever” Samantha Felix – Business Insider 10.18.2012

“These Brands Are Doing Amazing Things With Instagram” Laura Stampler – Business Insider 6.3.2012

“Introducing Instagram Web Embeds” Instagram Blog 7.11.2013

“The Evolution of Instagram – Brand Adoption Study” Simply Measured May 2013

“Nissan Climbs Vine and Instagram for Versa Note” Karl Greenberg - Marketing Daily 7.15.2013

“What Every Company Needs to Know About Instagram Video” Ekaterina Walter – Fast Company 7.2.2013

“How to Tap into Instagram’s Massive Audience to Increase E-Commerce Sales” Michael Zsigmond - KISSmetrics blog 6.20.2013

“Instagram Users Upload 5M Clips in Vid-Sharing Feature’s First Day” Jennifer Van Grove – CNET 6.21.2013

“Instagram’s Real Estate on Facebook News Feed Grows Following Video Announcement” Justin Lafferty – Inside Facebook 6.21.2013

Reference List

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Follow Oracle Social on Instagram

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YOU THANK

For more about Oracle Social solutions:

www.oracle.com/SRM

#OracleSocial

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