Brand Storytelling with Instagram

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The art of brand storytelling is not about showcasing your greatness or emphasizing on how amazing you are, its about depicting the connection that the brand intends to make with the customer. …

The art of brand storytelling is not about showcasing your greatness or emphasizing on how amazing you are, its about depicting the connection that the brand intends to make with the customer.

And why use Instagram for brand storytelling? Because it is,
- Quick & Intuitive
- Integration with Twitter, Facebook & FourSquare
- Top Photography Channel for TEENS
- Visual Appeal - More Images & Less Text
- The SEXY Filters

More in: Marketing , Social Media
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  • 1. Brand Storytelling with Instagram
  • 2. Social Ads & Campaigns Dull Boring INTRUSIVE {
  • 3. Stories & Experiences Captivating Memorable Inspiring {
  • 4. Marketer = Story Teller Source: http://weheartit.com/entry/group/10647391
  • 5. Use Stories To Effectively Connect with Target Audience ! Source: http://socialcommerceblog.socialannex.com/2013/09/09/the-rise-of-the-brand-advocate/
  • 6. Use Stories To Open-up New Channels of Communication ! Source: https://www.haikudeck.com/instagram-business-presentation-mNmYRsjxva#slide-2
  • 7. Use Stories To Stimulate an Emotional Connection ! Source: http://www.missverse.com/2013/11/adventures-in-breastfeeding-louises.html
  • 8. A Customer Sees Herself in Stories & Relates With Lead Characters !
  • 9. The art of brand storytelling is not about showcasing your greatness or emphasizing on how amazing you are, its about depicting the connection that the brand intends to make with the customer.
  • 10. Why Instagram?
  • 11. Quick & Intuitive Integration with Twitter, Facebook & FourSquare Top Photography Channel for TEENS Visual Appeal - More Images & Less Text The SEXY Filters { Why Instagram?
  • 12. Lessons From Some Brands That Did It RIGHT
  • 13. #1 - Feature Your Products Through Your Customers Some Brands That Did It RIGHT
  • 14. Free People @freepeople Brands like Free People & Burberry excel on Instagram because they understand that Instagram is not #YetAnotherOnlineProductCatalogue Clothing company Free People used the app to turn customers into models by asking them to post photos of themselves wearing their favourite Free People fashion. These were added to the website, for new customers to see how the product looks in real life, in a variety of styles. ! http://www.freepeople.com/fpme/
  • 15. Benefit Cosmetics @BenefitCosmetics Appealing to people’s vanity could be one of the easiest ways to encourage brand engagement. Benefit Cosmetics turned to Instagram to find images of real people using its “they’re real!” mascara. ! Fans submitted more than 11,900 selfies via Instagram using the #realsies hashtag. ! Benefit Cosmetics created a mosaic view of these submissions on a responsive design microsite linking to the “they’re real!” product page ! http://realsies.benefitcosmetics.com/ Source: http://www.fastcompany.com/3029395/bottom-line/how-the-most-successful-brands-dominate-instagram-and-you-can-too
  • 16. #2 - Get Behind The Scenes Some Brands That Did It RIGHT
  • 17. Burberry, unlike its high-end competitors, uses its account to post cool backstage pictures from photo-shoots Romeo Beckham on set at the S/S13 campaign shoot with #Burberry Chief Creative Officer Christopher Bailey Burberry @burberry Source: http://www.businessinsider.com/these-20-brands-have-mastered-the-use-of-instagram-2013-1?IR=T&
  • 18. The Instagram feed shows fan insider moments before the game, interviews, locker room scenes, and pictures of awesome plays. Boston Celtics @celtics Source: http://instagram.com/p/Kn-3RfGwde/
  • 19. Tiffany’s @tiffanyandco Tiffany artisans transformed the world’s most exquisite gemstones into a one-of-a-kind creations of spectacular beauty for the #TiffanyBlueBook: http://bit.ly/Z3S252 Source: http://instagram.com/p/Kn-3RfGwde/ & http://www.luerzersarchive.net/content/show/id/464
  • 20. #3 - HashTag based Contests Some Brands That Did It RIGHT
  • 21. Ford Fiesta @fordfiesta Ford used Instagram to create a Europe-wide campaign based around the new Fiesta's stylish features, hosted on the official Ford Fiesta Facebook page. Each week, people were encouraged to submit photos tagged with #Fiestagram. The best photos were shown on live digital billboards across Europe, creating a sense of live participation. More than 16,000 photos were submitted to the Fiestagram contest and the brand gained 120,000 fans on Facebook + Instagram Source: http://mashable.com/2012/02/02/ford-fiesta-instagram/
  • 22. National Geographic #UntamedAmerica @natgeo During National Geographic Channel’s “Untamed Americas” the magazine asked travellers to capture some of the most beautiful landscapes in the continents. The winning contestants received a National Geographic camera bag filled with a Nikon D3100 and a subscription to National Geographic Magazine. ! Over 6,900 photos were submitted with the hashtag #UntamedAmericas in just over five weeks. Followers on Instagram increased by 55% from 10,781 to 16,817, average likes/photo increased by 205% from 126.2 to 384.81 and average comments/photo increased by 239% percent from 3.5 to 11.88. Source: http://www.prnewsonline.com/free/2013/04/17/2013-social-media-icon-awards-instagram-best-contest/
  • 23. #4 - ANTICIPATION Some Brands That Did It RIGHT
  • 24. Burberry @burberry Burberry - Photographer Mike Kus presented Instagram followers with a real-time photo feed during its September London runway shows, getting fans pictures before it was available anywhere else. Source: http://mashable.com/2011/09/21/burberry-media-fashion-company/
  • 25. #5 - Promote New & Upcoming Products Some Brands That Did It RIGHT
  • 26. According to Instagram, last November the brand posted four sponsored images of their new flavour over the course of eight days, targeting American users between 18 and 35 years old. They reached 9.8 million users in the process, saw a 33-point increase in ad recall, and alerted 17% of these users to their new flavour Ben & Jerry’s @benandjerrys Source: http://www.fastcompany.com/3029395/bottom-line/how-the-most-successful-brands-dominate-instagram-and-you-can-too
  • 27. Sony @sony To promote new headphones, the #SonyX contest allowed users to post 1 image a day, with a daily winner receiving a $50 coupon.
  • 28. Swatch @swatch To promote the release of the Swatch New Gent Lacquered watch, Swatch gave the authors of the best photos #fromthestreets the new product. The giveaway seemed extremely effective as the brand actually has more followers on Instagram than on Twitter.
  • 29. #6 - Leverage Brand HashTags Some Brands That Did It RIGHT
  • 30. Lipton’s #Liptagram @lipton Lipton ran a contest that spanned across 11 countries and in seven different languages, with a Grand Prize being a safari trip to Kenya, during four-weeks in 2013. Followers simply uploaded an image that applied to a weekly hashtag word. Source: http://instagram.com/march_pal & http://instagramers.com/news/liptagram-the-first-instagram-contest-by-lipton/
  • 31. Starbucks Coffee @starbucks Tag your coffee photos with #Starbucks! The iconic brand, Starbucks has been a leader in generating conversations on social media. Starbucks promotes the use of their brand’s hashtag all 24x7 x 365. Mind well, this is not a campaign. For a Starbucks customer, tagging a coffee picture with #Starbucks is a habit that has an inherent internal gratification.
  • 32. #7 - Find “Visual Influencers” A product’s beautiful picture, will say a thousand good words for the brand, if not a million! ! ~ Yours Truly Some Brands That Did It RIGHT
  • 33. Who are Visual Influencers? People who are taking beautiful pictures and have a wide follower base. Steven Rojas is a good example of a visual influencer who also has a strong twitter following. @stevenrojas - 115k+ followers Liz Ezwein, her aim is to give people a glimpse into life in the city that never sleeps @newyorkcity - 1225k+ followers Horine was quick to jump on Instagram. "I was a little burned out doing commercial photography" "Instagram brought back the love of taking pictures to me“ @samhorine - 340k+ followers
  • 34. #8 - Geolocated Content 47% of standard-profile ‘Instagramers’ say they have been on to a commercial site after seeing a friend’s post, especially when the photos are taken in a restaurant or an arts or entertainment venue. ! ~ atelier.net Some Brands That Did It RIGHT
  • 35. Four Seasons Hotel, Hong Kong @FSHongKong http://youtu.be/_y5vzuZ3-zQ The Four Seasons Hotel has run several contests in various cities, such as Hong Kong and Toronto, where users are encouraged to take inspiring pictures of the city. ! Four Seasons asked for pictures of specific landmarks of the city with the lucky winner receiving the primary prize of a weekend stay at the hotel. ! http://www.luxurydaily.com/four-seasons-enlivens- hong-kong-with-instagram-contest/
  • 36. #9 - Creative Representation Some Brands That Did It RIGHT
  • 37. Pilot Pens USA @pilotpenusa Pilot Pen USA is a great example of ingenious & creative marketing on this Instagram. ! They sell pens, right? So how do you market that on a social (and visual) site like Instagram? Get creative, and show photos of handwritten notes, and pens; beautifully!
  • 38. #10 - Influence the Second Moment of Trust - Appreciate ‘em Some Brands That Did It RIGHT
  • 39. Starbucks, again! @starbucks Share your followers’ pictures from the official accounts…! Starbucks is one of the top 3 brands on Instagram. They use this tactic frequently. Every few weeks they show appreciation for one their followers, by giving a shout out to cool image makers. The images include their products. They take it one step further by updating their Facebook covers, using the Instagram photos. Needless to say, the fans love it. Source: http://blog.wishpond.com/post/59612395517/52-tips-how-to-market-on-instagram
  • 40. Cocacola @cocacola @mentioning is another huge part of Instagram. @mention your followers, your customers, and any other user with great photos of your products. You show appreciation for them, and you get to engage with your market. ! Here’s an example of Coke @mentioning a customer who won a recent Instagram photo contest @mention your customers Source: http://blog.wishpond.com/post/59612395517/52-tips-how-to-market-on-instagram
  • 41. Marketing is no longer about the stuff you make, but about the stories you tell ~ Seth Godin “ ”
  • 42. “ • http://www.businessinsider.com/these-20-brands-have-mastered-the-use-of-instagram-2013-1 • http://www.fastcompany.com/3029395/bottom-line/how-the-most-successful-brands-dominate-instagram-and-you-can-too • http://mashable.com/2012/02/02/ford-fiesta-instagram/ • http://www.businessinsider.com/these-20-brands-have-mastered-the-use-of-instagram-2013-1?op=1#ixzz35qvVA3iX • http://www.prnewsonline.com/free/2013/04/17/2013-social-media-icon-awards-instagram-best-contest/ • http://www.mashable.com/2011/09/21/burberry-media-fashion-company/ ” Sources
  • 43. Thank You! @sannchit ! @sannchit Director, Technology & Products Happy Marketer