Instagram CAse Studies

Instagram Statistics

• 200M users active monthly
• 65% outside of the U.S.
• 20B photos shared
• 1.6B likes daily
• 60M average photos per day

Current instagram research

• 25% of Fortune 500 companies use Instagram
• 40% of top shared videos were posted by Top 100 
• 43% of Top 100 brands post daily
• Average of 5.5 posts by Top 100 brands per week

Need for instagram

• Audience
• No adaptation issue
• Cost-effective
• Endless creativity opportunities 
• Focus is on sharing experiences 

End Goal

• Show
• Explore
• Increase
• Demonstrate

Consumer involvement: Ben & Jerry's

• #CaptureEuphoria - Capturing the feeling when eating Ben&Jerry's 
• 18,523 Instagram posts with this hashtag
• 25 fans became local celebrities (Magazine and billboard in hometown)
• Credited image to fan's account 
• 391k followers 

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Consumer Involvement: Starbucks

• Second most popular brand on Instagram
• Many images on account is created by fans
• Images are credited to the fan's account
• Bio: "Tag your coffee photos with #Starbucks
• 2.3 million followers

starbucks: Happy Monday @ellanton    110348 likes 

@lilfrahminator got our good side #caramelflanlattee 119724 likes

Warby Parker

• Started in 2010 (4 friends in Pennsylvania)
• Offering high quality prescription glasses at much lower prices
• Products sold directly to consumers online, eliminating price markups
• "Insta-Walks" (Rooftop Parties)

Puma

• International shoe brand founded by the Dassler bros (Germany, 1924)
• Most popular in sports such as Track & Field, Soccer
• "The awesome places shoes take you" 
• With help from popular people such as Usain Bolt (event in Abu Dhabi)

Ford's Fiestagram

• 6 week contest where users throughout Europe post pictures to win prizes
• Each week new hashtags were announced 
• Associated with the Ford Fiestas high tech features
• #entry #music # hidden
• Photos were entered into the contest using #Fiestagram & weeks hashtag

Ford's fiestagram

• Gave away weekly prizes, grand prize = Ford Fiesta
• Gain interest from fashion, style and technology trendsetters
• 16,000 photos were posted within 7 week period
• Gained 120,000 Facebook fans in Europe
• Awareness of high tech features on fun way

Heineken's Scavenger HunT

• Search Instagram photos for clues 
• Lead to 9 pairs of tickets to the US Open
• All clues located on @crack_the_us_open page
• Prove found clue must comment on correct picture with code-word
• Code-word: #SHHH

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Tiffany's #Truelove

• Tiffany's is known for selling luxury jewelry and specialty items
• Saw the opportunity to use Instagram to focus on more than their jewelry
• What does "true love" actually mean to our consumers? 
• Tiffany's kicked off the campaign with photos by the Sartorialist and Dore 
• Encouraged users and followers to post nostalgic pictures about love

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• Tiffany's currently has 1.2M followers and has posted nearly 700 pictures
• Users tagged their pictures with #truelovepictures
• Many of which are featured on Tiffany's "True Love in Pictures" website
• Over 4,000 pictures were posted
• Tiffany's was successful in seeing how their brand has influenced true love

#truelove Posts from instagram users

Levi's #GoForth

• Levi's is best known for their denim jeans and clothing
• Saw the opportunity to focus on how their clothing makes users feel
• Change the world and live in the world around you with Levi's
• In 2011, Levi's launched their Instagram campaign #GoForth

#Goforth campaign projected in nyc

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• Levi's currently has 215K followers and over 700 pictures 
• With this ad campaign, over 7.4M people were reached on Instagram
• In addition to using users' pictures, Levi's placed ads twice per day 
• The campaign lasted over a 9-day period

Seaworld's #Animalfacts

• Blackfish documentary premiered in January 2013
• Seaworld needed to do damage control to regain supporters 
• Tried to discredit the film and provide positive information about Seaworld
• Posts cute pictures and uses #AnimalFacts, also posts videos with experts  
• Posts videos with experts to discredit Blackfish 

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Aerie's #Aeriereal

• In response to negativity regarding retouching models
• Provides unrealistic expectations and self-image issues
• Launched campaign that showcases models without retouching
• Consumers posts pictures of themselves & hashtag #AerieReal

conclusion

What we've learned

• Instagram isn't the first social media outlet brands turn to for Problem PR
• Many companies use Instagram to promote brand name & interact with users
• Instagram allows brands to see their users' creativity 
• Instagram also allows brands to show a creative side of themselves
• Overall, Instagram is useful for all brands

Merits

• Instagram allows companies to tap into technologically-saavy audience
• Instagram is an extremely cheap outlet for advertising, interacting
• Reaches creative audience
• Allows brand/company to get creative and have fun

Gaps

• Can't click on links on Instagram
• Companies don't utilize users as much as they could
• Companies don't utilize Instagram as much as they could to promote brand
• Companies don't utilize Instagram for Problem PR

How can these gaps be fixed?

• All major brands should set up an Instagram page
• Rectify problem PR by creating a hashtag and involving consumers

Questions?

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