Social Media Case Studies

4 Tips to Fuel Your Instagram Campaign to Success

Indy500orBust1 4 Tips to Fuel Your Instagram Campaign to Success

badge guest post FLATTER 4 Tips to Fuel Your Instagram Campaign to SuccessSometimes deepening the relationship between your brand and your fans is as simple as giving people a way to engage on a new level. Instagram is a great tool for capturing fan and customer excitement in the moment, but in order to understand the magnitude of the effectiveness of visual marketing, it helps to take a look at the numbers:

  • 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. [source]
  • 40% of people respond better to visual information than plain text. [source]
  • Just one month after the introduction of Facebook timeline for brands, visual content (photos and videos) saw a 65% increase in engagement. [source]

Case Study: A Day at the Races With Indy 500

In order to engage fans leading up to race day, the Indy 500 built an experience that allowed fans to share their Indy 500 journey. By uploading photos to Twitter or Instagram and using the hashtag #Indy500orBust, fans were entered for a chance to win the ultimate Indy 500 experience. Unlike most hashtag-driven campaigns, #Indy500orBust didn’t end there. For the first time ever, Instagram photos were incorporated throughout the Indy 500 marketing campaign, including an interactive map featuring geotagged photos.

Between the campaign’s launch in January and race weekend in May, 11.4K photos have been shared using the hashtag #Indy500orBust. This number grew by 8,000 throughout the duration of the official race weekend, with a total photo reach of 52,700,00. The Indy 500 also gained 4,100 new Instagram and Twitter fans.

Wondering how your brand can follow suit? Here are a few tips for making your visual marketing campaign a success.

1. Go “All In”

When you commit to a campaign, you must also make a commitment to stick with it throughout the duration of the campaign. Even your biggest fans may not be tuning in to what your brand is doing on a daily basis. Wild success doesn’t happen overnight, and it may take some time for customers and fans to ramp up and engage. Create a campaign strategy and then stay the course. Though it may be a slow grow at the onset, your fans will eventually join the conversation.

2. Find Your Frequency

Instagram and Twitter are based around a ‘dip in and dip out’ behavior. As a result, it’s likely people will miss your message if they’re not tuned in when you post. Ramp up your campaign to get people excited, then make sharing additional campaign-related posts a consistent part of your social strategy throughout the duration of the campaign.

3. Get to Know Your Fans

Before you launch a campaign, do some research to determine how your fans are already talking about and sharing their experiences. Successful campaigns are built around a connection with the audience. There is great value in understanding who you’re speaking to and with. If what you’re asking people to do doesn’t pass the “would I take this picture myself?” test, it may be time to reconsider your strategy.

4. Leverage Partnerships

A little celebrity endorsement never hurts. The Indy 500 did a stellar job promoting their campaign pre-race with help from driver Josef Newgarden. Many of the fans we spoke with said they heard about the campaign through Josef. You may not have access to professional drivers, but there are influencers in every space. Get to know them…and don’t be afraid to reach out to establish partnerships when the fit is right.

There’s no doubt that visual marketing is a great way to reach new fans and new conversations. How are you using Instagram to engage with your customers?

Related
  • http://www.davidleeking.com davidleeking

    In general, I agree with you – except for the word “Experience.” You and the Indy500 team did NOT build an “experience.” You built a contest with a prize, and marketed the chance to win to Indy fans. Very different than a true “experience.”

    I think the contest thing works with pretty much any social media tool, if the company is known and the prize is tempting. How about writing this same article, but with a true “experience” and NO prize dangling at the end of it? That’d be much more compelling.

    Just sayin!

    • Brian Zuercher

      David – Thanks for taking the time to check out the post. Your right to point out the difficulty in building a true experience for a fan. What might be lost in the post is the Social Media Cafe and various other physical attractions set up in conjunction with the campaign that provided more of an experience than just a contest. Check out this video for some more color on the overall campaign! Thanks! https://vimeo.com/69026632

  • John Waghorn

    Some interesting stats at the start of this piece, although I’d expect the
    percentage rate of people responding to visual information to be slightly
    higher compared to text. Incorporating social into your campaigns is becoming
    more and more important and plenty of companies are starting to this successfully.

    The Indy 500 example shows the potential of this perfectly by including more than one social network. If you can create and encourage engagement across multiple social
    profiles then you’re onto a winner, providing you’ve got some good ideas to start with of course.

  • Boingnet

    We like and agree that many engage via social with a “dip in and dip out” frequency, and that it makes sense to post on a rolling, ongoing basis with variations on the same campaign themes. Does it make sense to develop a clever hashtag strategy around the campaign, to make earlier posts easily found? Hastags also give the impression that the campaigns are big & viral.

    • Brian Zuercher

      Absolutely. Not only are post more easily discovered, but you can engage a broader audience by making visible. Some of the most effective campaigns focus on a theme that the audience is already excited about and participating around. We really liked how Brine Lacrosse focused on the summer camps and training with their #everyvictoryearned campaign. It engaged an audience that to share an experience they we’re already likely to share, and didn’t force them to create a completely new ‘moment’ for their audience.

  • Graciousstore

    Instagram is a very good way to use visuals to engage with fans