The Power of Visual Storytelling

‘Mobile phones are our archives; they are a time capsule of our lives’. Guy Merrill, art director at Getty Images

Sue AloucheCréativité Consultants

The Power of Sharing... Instagram

150 million active monthly users

An average 55 million photos are posted every day

Over 16 billion pictures have been shared since it launched over two years ago, (while, by way of comparison 300 million photos are uploaded to Facebook every day.)

10 percent of the photos have been taken in the past 12 months!

The Power of Sharing... Twitter

Tweets with image links get 2x the engagement rate of those without.

Tweets with hashtags get 2x more engagement

66% of user-generated tweets that mention brands come from mobile users

Twitter users who mostly use a mobile device are 181% more likely to be on Twitter during their commute

Tweets that include links are 86% more likely to be retweeted

Let’s look at one luxury visual storytelling ‘consumer-curated’ campaign using Instagram/Twitter from Tiffany’s

‘What makes True love?’ A campaign in the run-up to Valentine’s Day.

The Power of Sharing...

“Tiffany’s ‘What Makes Love True’ campaign introduces a social element by teaming up with photo sharing application Instagram and fashion blog The Sartorialist.

An iPhone application lets users take vintage-looking pictures and share them on Twitter and Facebook. Its retro-style appeals to the social network generation and the app’s became very popular.”

http://www.retail-week.com/tiffany-what-makes-love-true/5033260.article

A six-step approach...

1. The Sartorialist and known street-style photographer Scott Schuman and his girlfriend Garance Dore took candid pictures of couples in New York and Paris and posted them on the micro-web site www.whatmakeslovetrue.com to embody true love.

Tiffany: What Makes Love True by Garance Doré & The Sartorialisthttps://www.youtube.com/watch?v=sJyNWb4phX4

‘What makes True love?’ A campaign in the run-up to Valentine’s Day.

2. Consumers downloaded a dedicated iphone App which gives them Vintage style photography/filters options as well as a “Love is everywhere” geo-localisation of special romantic places shot in photos.

‘What makes True love?’ A campaign in the run-up to Valentine’s Day.

3. Starting January 25th (in the run-up to Valentine’s Day), consumers were able to upload their own pictures and were encouraged to filter them using the Instagram application and hashtag #TrueLovePictures

‘What makes True love?’ A campaign in the run-up to Valentine’s Day.

4. For Valentine’s Day it introduced ‘Love Notes’ a collection of products, and a personalized way for fans to send their photos and captions via e-mail, Facebook, and Twitter.

‘What makes True love?’ A campaign in the run-up to Valentine’s Day.

5. In-store Photo booths were also available around the world in cities such as New York, Paris and London...

During this campaign Tiffany’s share prices increased by 10 per cent - coincidence?

‘What makes True love?’ A long-lasting campaign... way past Valentine’s Day.

6. Later that year, Tiffany offered to turn users’ digital submissions into physical postcards—and mail them “to that special someone.”

‘What makes True love?’ An off-shoot of this campaign... Then as an off-shoot of this campaign, came #TiffanyPoetry, a romantic poem written by three poets exclusively for Tiffany and unveiled on Twitter. Then it again was opened up to the public to upload images with tweet poems.

You can be any old kind of star and I'll be the desert. -@meghanor, photo by @rdegive #tiffanypoetry