Instagram is shaping up to be the next big thing in online brand marketing. A highly visual division of the social media framework, Instagram gives brand managers the opportunity to take the idea of branding as only a logo, and expand it to include an entire lifestyle of brand interaction. Consumers are able to actively engage in the brand messaging by posting photographs of themselves with a particular product, or in some way living the brand message, and see how others are doing the same.
This collective approach to marketing is being utilised well by a few companies better than others. The following list contains five great brand marketing campaigns on Instagram and the features that make them so remarkable.
The British fashion label has used beautiful photography of their product line and views from around London to illustrate how elegantly metropolitan their image is. Exclusive content of new products or events, only available to its Instagram followers, is another highlight of this campaign.
A slogan of “Share your wings” invites followers to post images of how they are living life to the extreme. Photos of skateboarders and snowboarders, F1 racers and skydivers are common sights. Red Bull makes good use of hashtags to get consumers involved in their marketing.
Tiffany & Co.
Simple, artistic images of the jewelers’ product have given this campaign high engagement rates. Tiffany blue is branded throughout, along with views of its flagship stores amid the hustle and bustle of city life.
The fashion world is infatuated with Instagram. Armani’s “Frames of Life” campaign asked followers to post photos of people wearing the new line of sunglasses, which would then pop up on the website next to an image of that style in the collection. Two digital marketing trends are on display here: integration of social media into websites and consumer-sourced marketing material.
The U.S. automaker’s Fiestagram campaign coincided with the launch of the new Fiesta model. Ford challenged followers to post photos in different categories that were inspired by features of the car. Hashtags were used to communicate the challenges and ended up creating thousands more Facebook followers for the brand. Interbrand, a global brand consultancy firm, reports on the top 100 brands in the world. Of those brands, nearly half use Instagram as a means to communicate brand messages. Luxury brands are faring well as their messages have typically been powerful, visual statements in the past.
Other notable brands, like MTV and Starbucks Coffee, enjoy the most followers, while Nike and Audi have higher engagement rates with more likes and comments on their campaigns.
Starting an Instagram campaign is easy enough. All it takes is a smart phone, some creativity, and a large following on social media. Since Australians are one of the largest consumers of smart phones in the world per capita, Instagram has the possibility to grow even larger here.
Monica is an online marketing specialist and teaches part time in Adwords training. She has recently moved to Melbourne after scoring herself one of the most highly sought after role in search marketing Melbourne has to offer. She specializes in PPC management, social media campaign and SEO strategy.