Leveraging Instagram for experiential marketing
While offline engagement may be the first thing that comes to our minds when experiential marketing is discussed, social media is a great medium that can be leveraged online. It is not only a platform but provides amplification to any experiential campaign through its instant reach to wide user base. In India, Instagram may not be as popular as Facebook and Twitter are but it is quite catching up with the masses, especially the youth.
A marketing campaign by any brand sees success when it has the ability to spot trends and package its messaging around it, so it gets maximum reach and acceptability. In a constant changing environment where consumption is done across various platforms through various means, brands together with their agencies must also adopt different tactics and adapt to different tastes of the masses to communicate their marketing messages.
Riding this wave of ever changing social habits of consumers is not easy but some brands are already ahead of the rest in running successful engagement campaigns. Instagram is one such social platform that many brands have used as their prime source of communication channel to run experiential marketing campaigns.
Founded 160 years ago, Kiehl’s is a brand that offers skin care, beauty & cosmetics, body care among other things. In India last year, the brand ran a simple Instagram based campaign where it encouraged the public to click pictures in front of its store or with the person dressed as one of its product outside the store and upload it to their Instagram wall by tagging @kiehlsindia. It was a contest based campaign that was held at the Palladium Mall, Mumbai.
The well-known electronic watch maker Casio took to Instagram during an event in the New York City, to run an offline campaign. In the campaign, it invited both non-attendees and attendees of the event to upload pictures of their hand wearing a Casio watch to Instagram. The uploaded images were shown as live-feeds on screens that were placed across the venue and online. The campaign generated more than 3,000 photos online.
In 2013, Greater Philadelphia Tourism Marketing Corp that is currently known as Visit Philadelphia, the tourism board of Philadelphia launched a campaign called ‘neighborhoods’ in which, it handed over its official Instagram account to a local photographer to highlight 14 top downtown areas in the city. The photographer would go around the city on a weekend discovering the city through the lenses in different shades and colours, giving the audience an insider view of the city. The campaign’s goal may have not have been to get an astronomical number in terms of reach, but presenting the city in different light through a medium that is trending at that time certainly helps to put a product in a different light altogether. Moreover, a well-known blogger or photo-blogger with an audience would always serve as a readymade amplification medium for any brand to communicate a message.
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