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
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.
11. Quick & Intuitive
Integration with Twitter, Facebook & FourSquare
Top Photography Channel for TEENS
Visual Appeal - More Images & Less Text
The SEXY Filters {
Why Instagram?
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/
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
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