What else can be done: best practices
Of course, there are brands and companies that turn their profile into a visual gem and come up with innovative campaigns. And no, we are not talking about photo contests combined with a hashtag. Brands like Burberry, Ford, Red Bull and Ben & Jerry's know exactly how to use Instagram in their marketing mix. But how do they do that?
Ford EU
Ford EU ( @fordeu , 1,120 followers) was one of the first brands to set up a successful Instagram list to data campaign for the Ford Fiesta: Fiestagram. Over several weeks, followers were asked to take photos according to the theme of that week and tag them with hashtags related to the high-tech features of the Ford Fiesta. Photos were uploaded to a Ford Fiesta Facebook app via the Instagram API . Each week, the best photos were chosen and displayed in a gallery and on digital billboards. Prizes were also awarded, including a Ford Fiesta.
Why did Ford choose Instagram? Because the car brand wanted to use visual material and because mobile photography is becoming increasingly popular, Instagram was ideal. In addition, Ford wanted to reach trendsetters in the field of fashion, style, and technology with the campaign; heavy users of Instagram. In the end, the campaign delivered more than 16,000 photos and 120,000 new Facebook fans. The visit duration within the app was high, which means that people were interested in viewing the photos.
Ben & Jerry's
Ben & Jerry's ( @benandjerrys , 129,700 followers) relates all Instagram photos posted to their tagline 'peace, love and happiness'. Fans are actively involved in creating content, which is even used for other media expressions of the brand. In the most recent campaign, #CaptureEuphoria , fans are asked to post photos showing their idea of euphoria.
The winning photos will be used in print ads that will be displayed near where the fan lives, helping them gain exposure in their community. The goal of this campaign is to strengthen the bond between brand and fan, and celebrate Ben & Jerry's close-knit fan base, according to digital marketing manager Michael Hayes:
“Our company has one of the most active and dedicated fan bases out there, and this program is not only a show of our gratitude, but a very public celebration of those fans.”
Burberry
That Burberry ( @burberry , 595,503 followers) uses Instagram effectively as a social media marketing platform is no surprise. Every company can learn from the marketing strategies of the London brand. The Burberry profile uses several coherent themes: Burberry products, Burberry events and of course everything London. Even the colors of the photos resemble the beige color of the iconic trench coat.
The hashtag #ArtoftheTrench , created by fans on Instagram, is now regularly used by Burberry itself. By using fixed themes and hashtags, Burberry creates a unique and attractive profile, which is characteristic of the English brand.
In the Netherlands, we still see few companies and brands that actively use Instagram. KLM (@klm , 2636 followers) has a well-followed account and that's about it. How come? Too few Dutch Instagramers? No way to reach the target group in a targeted manner? Nonsense. Instagram profiles can be linked to their own websites and Facebook pages via the API, so that existing (and new) fans can also be reached this way.
In addition, it should not be about money and what a profile on Instagram will bring your brand or company in terms of money and customers. A first real Dutch Instagram campaign has yet to come and will definitely generate a lot of buzz and attention, simply because it is new and innovative on home soil. It is important that the company or brand is suitable for visual content. Good community managers are also essential. They must understand how the Instagram community works and what the potential new fans there do and do not want to see. One thing is certain: Instagram is booming business, also in the Netherlands. The question is when the marketers of the Netherlands will discover that.
Is your company or brand planning to get started with Instagram? I'm very curious about your questions and plans!