Brand Storytelling with Instagram

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The art of brand storytelling is not about showcasing your greatness or emphasizing on how amazing you are, its about depicting the connection that the brand intends to make with the customer. And why use Instagram for brand storytelling? Because it is, - Quick & Intuitive - Integration with Twitter, Facebook & FourSquare - Top Photography Channel for TEENS - Visual Appeal - More Images & Less Text - The SEXY Filters

Text of Brand Storytelling with Instagram

  • 1. Brand Storytelling with Instagram

2. Social Ads &CampaignsDullBoringINTRUSIVE { 3. Stories &ExperiencesCaptivatingMemorableInspiring { 4. Marketer = Story TellerSource: 5. Use StoriesTo Effectively Connect with Target Audience!Source: 6. Use StoriesTo Open-up New Channels of Communication!Source: 7. Use StoriesTo Stimulate an Emotional Connection!Source: 8. A CustomerSees Herself in Stories & Relates With Lead Characters! 9. The art of brand storytelling is not about showcasing yourgreatness or emphasizing on how amazing you are, itsabout depicting the connection that the brand intends tomake with the customer. 10. Why Instagram? 11. Quick & IntuitiveIntegration with Twitter, Facebook & FourSquareTop Photography Channel for TEENSVisual Appeal - More Images & Less TextThe SEXY Filters {Why Instagram? 12. Lessons FromSome Brands That Did It RIGHT 13. #1 - Feature Your Products Through Your CustomersSome Brands That Did It RIGHT 14. Free People@freepeopleBrands like Free People & Burberry excel onInstagram because they understand thatInstagram is not#YetAnotherOnlineProductCatalogueClothing company Free People used the app toturn customers into models by asking them to postphotos of themselves wearing their favourite FreePeople fashion. These were added to the website,for new customers to see how the product looks inreal life, in a variety of styles.! 15. Benefit Cosmetics@BenefitCosmeticsAppealing to peoples vanity could be oneof the easiest ways to encourage brandengagement.Benefit Cosmetics turned to Instagram tofind images of real people using its theyrereal! mascara.!Fans submitted more than 11,900 selfiesvia Instagram using the #realsies hashtag.!Benefit Cosmetics created a mosaic view ofthese submissions on a responsive designmicrosite linking to the theyre real!product page! 16. #2 - Get Behind The ScenesSome Brands That Did It RIGHT 17. Burberry, unlike its high-end competitors,uses its account to post cool backstagepictures from photo-shootsRomeo Beckham on set at theS/S13 campaign shoot with#Burberry Chief CreativeOfficer Christopher BaileyBurberry@burberrySource: 18. The Instagram feed shows fan insider moments before the game,interviews, locker room scenes, and pictures of awesome plays.Boston Celtics@celticsSource: 19. Tiffanys@tiffanyandcoTiffany artisans transformed the worlds most exquisite gemstones into a one-of-a-kind creations ofspectacular beauty for the #TiffanyBlueBook: & 20. #3 - HashTag based ContestsSome Brands That Did It RIGHT 21. Ford Fiesta@fordfiestaFord used Instagram to create a Europe-wide campaign based around the new Fiesta's stylish features, hosted onthe official Ford Fiesta Facebook page. Each week, people were encouraged to submit photos tagged with#Fiestagram. The best photos were shown on live digital billboards across Europe, creating a sense of liveparticipation. More than 16,000 photos were submitted to the Fiestagram contest and the brand gained 120,000fans on Facebook + InstagramSource: 22. National Geographic #UntamedAmerica@natgeoDuring National Geographic Channels Untamed Americasthe magazine asked travellers to capture some of the mostbeautiful landscapes in the continents. The winningcontestants received a National Geographic camera bagfilled with a Nikon D3100 and a subscription to NationalGeographic Magazine.!Over 6,900 photos were submitted with the hashtag#UntamedAmericas in just over five weeks. Followers onInstagram increased by 55% from 10,781 to 16,817, averagelikes/photo increased by 205% from 126.2 to 384.81 andaverage comments/photo increased by 239% percent from3.5 to 11.88.Source: 23. #4 - ANTICIPATIONSome Brands That Did It RIGHT 24. Burberry@burberryBurberry - Photographer Mike Kus presented Instagram followers with a real-time photo feed duringits September London runway shows, getting fans pictures before it was available anywhere else.Source: 25. #5 - Promote New & Upcoming ProductsSome Brands That Did It RIGHT 26. According to Instagram, last November the brand postedfour sponsored images of their new flavour over the courseof eight days, targeting American users between 18 and 35years old. They reached 9.8 million users in the process,saw a 33-point increase in ad recall, and alerted 17% ofthese users to their new flavourBen & Jerrys@benandjerrysSource: 27. Sony@sonyTo promote new headphones, the #SonyX contest allowed users to post 1 image a day, with a dailywinner receiving a $50 coupon. 28. Swatch@swatchTo promote the release of the Swatch New Gent Lacquered watch, Swatch gave the authors of thebest photos #fromthestreets the new product. The giveaway seemed extremely effective as thebrand actually has more followers on Instagram than on Twitter. 29. #6 - Leverage Brand HashTagsSome Brands That Did It RIGHT 30. Liptons #Liptagram@liptonLipton ran a contest that spanned across 11 countries and in seven different languages, with a GrandPrize being a safari trip to Kenya, during four-weeks in 2013. Followers simply uploaded an imagethat applied to a weekly hashtag word.Source: & 31. Starbucks Coffee@starbucksTag your coffee photos with #Starbucks!The iconic brand, Starbucks has been a leader in generating conversations on social media. Starbuckspromotes the use of their brands hashtag all 24x7 x 365. Mind well, this is not a campaign. For a Starbuckscustomer, tagging a coffee picture with #Starbucks is a habit that has an inherent internal gratification. 32. #7 - Find Visual InfluencersA products beautiful picture, will say a thousand goodwords for the brand, if not a million!!~ Yours TrulySome Brands That Did It RIGHT 33. Who are Visual Influencers?People who are taking beautiful pictures and have a wide follower base.Steven Rojas is a good example of avisual influencer who also has astrong twitter following.@stevenrojas - 115k+ followersLiz Ezwein, her aim is to givepeople a glimpse into life in the citythat never sleeps@newyorkcity - 1225k+ followersHorine was quick to jump onInstagram. "I was a little burned outdoing commercial photography""Instagram brought back the love oftaking pictures to me@samhorine - 340k+ followers 34. #8 - Geolocated Content47% of standard-profile Instagramers say they have been onto a commercial site after seeing a friends post, especiallywhen the photos are taken in a restaurant or an arts orentertainment venue.!~ atelier.netSome Brands That Did It RIGHT 35. Four Seasons Hotel, Hong Kong@FSHongKong Four Seasons Hotel has run severalcontests in various cities, such as Hong Kongand Toronto, where users are encouraged totake inspiring pictures of the city.!Four Seasons asked for pictures of specificlandmarks of the city with the lucky winnerreceiving the primary prize of a weekend stayat the hotel.! 36. #9 - Creative RepresentationSome Brands That Did It RIGHT 37. Pilot Pens USA@pilotpenusaPilot Pen USA is a great example of ingenious & creative marketing on this Instagram.!They sell pens, right? So how do you market that on a social (and visual) site like Instagram?Get creative, and show photos of handwritten notes, and pens; beautifully! 38. #10 - Influence the Second Moment of Trust - Appreciate emSome Brands That Did It RIGHT 39. Starbucks, again!@starbucksShare your followers pictures from theofficial accounts!Starbucks is one of the top 3 brands on Instagram. They use this tactic frequently. Every few weeks theyshow appreciation for one their followers, by giving a shout out to cool image makers. The images includetheir products. They take it one step further by updating their Facebook covers, using the Instagram photos.Needless to say, the fans love it.Source: 40. Cocacola@cocacola@mentioning is another huge part ofInstagram. @mention your followers,your customers, and any other user withgreat photos of your products. You showappreciation for them, and you get toengage with your market.!Heres an example of Coke @mentioninga customer who won a recent Instagramphoto contest@mention your customersSource: 41. Marketing is no longer about the stuff youmake, but about the stories you tell~ Seth Godin 42.