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Instagram

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Agenda

Overview of top brands and categories + latest stats

Platform updates
Brand examples of Instagram video
Top brands activities
Other notable brands and activity
Events, campaigns, and unique usage
Key observations and ideas

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Latest Stats

130M registered users (+500% since Facebook acquisition)


16B photos uploaded, 45M per day
1B likes/day (~12K per sec), 1K comments per sec

Average time spent per month = 257 minutes


Highest Q/Q growth for any social network Feb-April 2013

Interbrand 100
Social Network Adoption
Comparison

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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

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Platform Updates

Web embedding
Instagram photos and videos can be added to web posts on
blogs, websites or in articles

Video capability

Minimum length = 3 seconds, maximum length = 15 seconds


13 filters
Cinema feature to steady shaky videos
Videos play one time automatically (vs. Vine with constant loop)
Appear in new Facebook newsfeed in large format just like

Instagram photos

5M videos uploaded in first 24 hours following the feature


release, peaking as the Miami Heat won the NBA championship

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Instagram Video

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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.

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Open Road Films: Jobs Movie Trailer


Movie studios tend to be on the leading edge of using social media to promote their upcoming films.

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.

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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.

Note: Nissan actually pushed back this


social campaign to incorporate Instagram
once the video feature was released. It
was originally intended only for Vine.
http://yourdoortomore.com/

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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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Top Brands Activities

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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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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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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

This post, addressed to all Instagram

followers, still communicates an

element of exclusivity. Fashion

show invitations are a perfect way to

reinforce the Burberry lifestyle and

drive traffic to their website.

The live event was also covered by

Instagram posting.

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Burberry: Menswear S/S 13


A dedicated page on their website covered the Menswear S/S 13 show from Milan
with a live Instagram feed.

Instagram
feed synced
to the shows
live video
coverage

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Other Notable Brands & Activity

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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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Red Bull: King of the Rock


The King of the Rock contest supported the overall brand sponsored basketball tournament by
urging fans to snap pics holding a basketball in the most unexpected or surprising location for a
chance to attend the finals in San Francisco.

Winning photo

Instagram feed

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Red Bull: Summer is Here


This Instagram contest built excitement for the X Games where photos had to be shared or liked by
ten people to qualify for entry, driving the engagement factor.

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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: Shoes About Town


Bergdorf is often highlighted for their unique use of maps in Shoes About Town, having fans upload
their photos of shoes with a tag in Manhattan.
http://blog.bergdorfgoodman.com/bg-shoes

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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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Ben & Jerrys: Capture Euphoria


Reinforcing emotional connection to their product, Ben & Jerrys asked fans to upload their euphoric
moments to Instagram with #captureeuphoria. 17K photos were submitted and the favorite shots
were featured in local advertising.

http://captureeuphoria.benjerry.com/

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Ben & Jerrys: Capture Euphoria


Reinforcing emotional connection to their product, Ben & Jerrys asked fans to upload their euphoric
moments to Instagram with #captureeuphoria. 17K photos were submitted and the favorite shots
were featured in local advertising.

Cross-promoted on Facebook

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Ben & Jerrys: Fan Friday


The brand also has successful ongoing engagement through activations like Fan Friday where
fans are recognized for their best Ben & Jerrys related Instagram shots with #FanFotoFriday.
Also featured across the brands other social channels.

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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Giorgio Armani: Frames of Life


http://news.armani.com/en/giorgioarmani/framesoflife/framesholiday/

To support the launch of their


Frames of Life S/S 12 collection,
Giorgio Armani built an Instagram
program where fans could help
reinforce the lifestyle with their
interpretation of a summer holiday.
Art direction was even included,
evoke that refined and suggestive
mood that inspires the advertising
campaign, to help users become a
protagonist of the Frames of Life!.

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Whole Foods: Earth Month

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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Whole Foods: Health Yeah


One of the brands campaigns this year featured multiple social avenues to participate, including
Instagram. Daily tips throughout January encouraged folks to get healthy in the New Year and
users could upload their own using #HealthYeah. The program was located on a Facebook tab,
Pinterest board, Twitter and Instagram.

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Saks Fifth Avenue: See U @ Saks


In Spring 2012 Saks launched a great Instagram
promotion with direct call-to-action to go to stores.
Fans were asked to photograph an item they wanted
in Saks and upload it with #SeeUAtSaks for a chance
to win a $1000 gift card. In addition to driving store
traffic, Saks aimed to increase both their Twitter and
Instagram presences with the promotion.

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Events and Unique Usage

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NBC News: Election 2012


Major events usually spike social activity and both brands and media outlets can take advantage.
NBC News created their own map Electiongrams 2012 with #NBCPolitics. Instagram uploads
immediately spiked following the winner prediction on the network.

http://electiongrams.com

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Photo uploads per second

Obama Campaign: For All


President Obama used social media in numerous ways for both of his campaigns. In January 2012
he joined Instagram and his campaign created a program supporting the For All message asking
supporters to upload photos with a message on their hand covering their heart on both Instagram
and Twitter. Participants included celebrities and everyday voters.

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Obama Campaign: For All


President Obama used social media in numerous ways for both of his campaigns. In January 2012
he joined Instagram and his campaign created a program supporting the For All message asking
supporters to upload photos with a message on their hand covering their heart on both Instagram
and Twitter. Participants included celebrities and everyday voters.

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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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Free People: MYFPDENIM


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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Free People: MYFPDENIM

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.

Sites that use this type of


UGC have seen up to
30% increase in
conversions.

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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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Takeaways: Brand Impact

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.

Drive business results


driving traffic in-store and online (Saks & Burberry)

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

5 Great 2012 Instagram Branding Campaigns Patrick Coffee PRNewser 12.19.2012


5 Brands that are Instagram Superstars Tom Edwards imedia Connection 7.30.2012
8 Great Instagram Brand Campaigns Julie Blakley Postano 8.21.2012

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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