Escolar Documentos
Profissional Documentos
Cultura Documentos
Agenda
Platform updates
Brand examples of Instagram video
Top brands activities
Other notable brands and activity
Events, campaigns, and unique usage
Key observations and ideas
Latest Stats
Interbrand 100
Social Network Adoption
Comparison
Sources: Instagram Blog and Simply Measured Instagram Brand Adoption Study May 2013
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
Platform Updates
Web embedding
Instagram photos and videos can be added to web posts on
blogs, websites or in articles
Video capability
Instagram photos
Instagram Video
MTV
Leveraged the new Instagram feature to announce the nominees for this years Video Music Awards
by category through clever and homemade style videos. In addition, the channel posted behindthe-scenes content from one of their most popular shows to help message tune-in of a special live
stream from Comic-Con.
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.
Nissan
One of the first brands to elicit UGC for Instagram videos for the brands 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.
Topshop
Topshop blatantly promotes their products through Instagram videos with product codes listed in the
post copy. Most retailers couldnt get away with this but they use popular music as the theme and
have received strong engagement. The Instagram audience is Topshops 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 years 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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Nike
#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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Nike
#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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MTV
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-thescenes images and of course celebrities from music, reality TV, and their own shows.
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reserved.
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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reserved.
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
Instagram posting.
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reserved.
Instagram
feed synced
to the shows
live video
coverage
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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 brands
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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Winning photo
Instagram feed
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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
Leveraging the brands 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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http://captureeuphoria.benjerry.com/
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Cross-promoted on Facebook
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Cross-promoted on
Facebook and Tumblr
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Ford: Fiestagram
Fords 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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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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http://electiongrams.com
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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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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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Moby: Destroyed
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.
http://destroyed.moby.com/
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Moby: Destroyed
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.
http://destroyed.moby.com/
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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 & Jerrys)
lifestyle (Burberry & Armani)
experiential/sponsored content (Red Bull)
2.
3. Create fan value with both contest rewards and ongoing fan
recognition programs (Red Bull, Ben & Jerrys)
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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Reference List
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 Instagrams Massive Audience to Increase E-Commerce Sales Michael Zsigmond - KISSmetrics blog 6.20.2013
Instagram Users Upload 5M Clips in Vid-Sharing Features First Day Jennifer Van Grove CNET 6.21.2013
Instagrams Real Estate on Facebook News Feed Grows Following Video Announcement Justin Lafferty Inside Facebook 6.21.2013
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