How a luggage brand is leveraging user content to win on Instagram | JetBlue popped up in Times Square with Bermuda giveaways | Teen Vogue finds political footing with Instagram Stories
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Luggage brand Away has increased its Instagram follower count tenfold in the last year, reaching 100,000 followers by showcasing user-generated content. Of the brand's 676 Instagram posts, 600 were created by users and have reached an audience of 15 million organically.
JetBlue Vacations and Bermuda's tourism board joined forces with MullenLowe Mediahub, Pearl Media and Rapport Worldwide to tout Bermuda as a vacation destination to New Yorkers. The initiative featured a pop-up store in Times Square with phone boxes outside that, when answered, gave consumers the chance to win prizes such as flights and an all-expenses paid vacation to Bermuda.
Instagram Stories has driven the most subscribers to Teen Vogue's recently launched weekly politics and news offering, Woke Letter. The magazine has added political commentary to its social postings and has more than 2.1 million Instagram followers, with its engagement rates on the platform up 93% year over year, exceeding 3.5 million engagements in June, NewsWhip reports.
Leo Burnett tapped actor Taraji P. Henson for Special K's "Own It" campaign, which aims to inspire women to "own" their food choices in the same way they own other areas of their lives. A 30-second TV spot has been watched more than 1.9 million times on the brand's YouTube channel, and the push is based on research that found that 90% of American women doubt or question their food choices.
To draw the attention of your audience, you need content that compels them, Jordan Kasteler writes. A number of tools are mentioned to help with the creation of this content, including SlideShare to upload and distribute presentations, and Playbuzz to create interactive quizzes to share with audiences.
With the official holiday shopping kickoff still months away, the time is now for brands to start planning advertising campaigns, Ayesha Salim writes. Use data to better understand how to reach audiences, get the website ready for an influx of traffic, and start creating buzz for potential customers now, she advises.
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