The keys to a successful Instagram campaign
Instagram has established itself as an essential medium, if not a true sales channel, for fashion and luxury brands. In its latest report 'Experience luxury', Instagram indicates that the social platform now has more than 800 million monthly active accounts. Today, the entire fashion and luxury ecosystem is widely represented on the platform and has built a very committed fan community.
The field of potential commercial partnerships between the brands and Instagram is always widening a little more. After having launched the "Instagram Stories" and having made it possible to label products and to link an e-commerce to the platform, it is the turn of the in-app shopping to make its appearance last spring. Instagram has indeed added a native payment functionality to its app, by allowing you to register a debit or credit card in your profile, as well as a security code, to make purchases without having to leave the platform.
If the technical tools to convert a user into a customer are now well developed, inspiring the audience remains the most important step and the best way to do it for luxury brands has always been to tell stories. Instagram's emphasis on visual narration makes it the ideal medium to share the world's most sought-after products and experiences. Below, we summarize for you the three fundamental principles underlying the success of a campaign through three case studies, developed in the latest Instagram report.
Principle N°1 : Produce specifically adapted content - The Louis Vuitton example
While most companies today take potential engagement on Instagram into account when producing their images, still too little content is tailored specifically to Instagram’s user experience.
To launch its spring/summer 2017 men's collection, Louis Vuitton, Instagram's beta partner, was one of the first luxury brands to produce exclusive video content for an advertising campaign run on Instagram Stories. By using the vertical screen to display full-length looks, as well as detailed images of clothing and accessories, the brand created a compelling visual story, revealing the crafts behind its collection. The investment paid off. The campaign's engagement rate was impressive, brand awareness raised, sales increased, all this thanks to the visual impact of the campaign.
Principle N°2 : Commit and re-engage - The Adidas example
Last June, Adidas Russia released a 90-second video (reduced to 60 seconds for Instagram) featuring music, art and sports figures, including British artist Stormzy, rapper Snoop Dogg and basketball player Kareem Abdul-Jabbar. The video, edited to a remixed tune of Frank Sinatra's "My Way", won the Entertainment for Music Grand Prix at Cannes, and has since become a series with two other iterations published in the months that followed.
The campaign was a real success. The engagement rate among the target audience aged 18 to 24 increased strongly. But Adidas didn't stop there. To maximize a return on the significant investment required for such campaigns, the company took the time to analyze and leverage Instagram data to continue the dialogue with those who saw the video. By using Instagram's Custom Audiences targeting tool to reconnect with fans, Adidas was able to further improve its brand perception on Instagram.
Principle 3: Test, learn, optimize - The Michael Kors example
By testing its content with users, a company learns to know what inspires them, including the length, subject and format of the content, and can thus increase their engagement and, ultimately, stimulate sales.
In early 2017, accessible luxury giant Michael Kors sought to boost sales of its smartwatch range by creating video content for Instagram. The project targeted the brand's most committed consumers: professional women, millennials in particular. After shooting the complete 2-minute video, specially designed for Instagram Stories vertical format, the brand segmented its target audience of women aged 18 to 54 into four random groups to test reactions to different lengths of Instagram Stories ranging from 2 to 15 seconds. While the campaign was a great success, the results helped to inform the further deployment of the campaigns and future initiatives.