Best Overall Brand Presence on Instagram

Archived from the 5th Annual Shorty Industry Awards

Winners

In the Field with National Geographic

Produced by: National Geographic

Since 1888, National Geographic has traveled the Earth, sharing its amazing stories with each new generation. Today, National Geographic continues this rich tradition by embracing social media to share stories and engage its members (and audiences) around the globe. With more than 20 million fans across Facebook, Twitter, Google+, and YouTube, Instagram was a perfect fit to share the high-quality visual storytelling that audiences have come to expect. National Geographic was Instagram’s first brand partner, taking the time to listen and learn about the developing community before posting its first image in March 2012. The first post ushered in an approach to generate one simple question with each photo that followed: “What’s next?” And since then <a href="http://instagram.com/natgeo">@NatGeo Instagrams</a> have generated more than 23 million likes and comments.On March 23, 2012, National Geographic launched its Instagram account with a simple photo of statues of Ganesh, a Hindu god, Buddha and an owl, in Nepal. Very quickly @NatGeo followers would learn that it marked the beginning of an epic journey: climbing the highest summit in the world, Mt. Everest. #OnEverest utilized the 3G network on the mountain allowing explorers and photographers to bring followers along in a real-time (or occasionally near-time, when hotspot connections on the mountain delayed posts) effort to summit the peak. From the moment the team set out, followers became immersed in the expedition as it unfolded. With ninety photos National Geographic was able to deliver a sense of immediacy that only Instagram could provide. The climb included <a href="http://instagram.com/p/LCVb6hIVSX/">an iconic self-portrait of Emily Harrington at the summit of Everest</a> at 8,848 meters (29,035 feet), with Emily exclaiming “What a climb it’s been!” Her achievement made one @NatGeo follower cheer that the image was “beyond words—I love Instagram and Nat Geo for allowing me to live vicariously!” Building on the pioneering success of #OnEverest, control of the @NatGeo account was handed over to more than 40 National Geographic photographers and explorers to share photos from the field, whether on assignment or just walking around their neighborhood. With every new photo followers are left wondering “What’s Next?” From <a href="http://instagram.com/p/VrbnMNIVf9/">a portrait of a 7-year old Kyrgyz girl with cheeks burned by the bitter cold</a> to the record rains flooding Jakarta's central business district to hanging out with climbers suspended from the face of El Capitan in Yosemite National Park, CA. A photo of a <a href="http://instagram.com/p/VaD3bcIVQ3/">cloud covered Machu Picchu in the Andes of Peru</a> generated more than 101,000 likes and 1,600 comments. It caused one follower to reminisce about a previous visit and the “feeling of ruins coming into view for the first time,” something one would never forget. It caused another follower to dream of staying “there a week or so, to get a glimpse at what it may have been like to live there.” Each image draws out a multitude of feelings and perspectives in followers which fosters dialogue and encourages newly formed connections. More than 1,000 photos have been posted attracting more than 1 million followers to the @NatGeo account. And this is just the beginning. #LetsExplore!

Finalists

MTV Instagram

In 2012, MTV became the first company ever to hit one million Instagram followers. A pop culture visual powerhouse, the account currently houses 838 photos since its 2011 launch, with more than 1.1 million followers as of February 2013. Harnessing its influence as the cultural home of the millennial generation, the MTV Instagram is chock-full of behind-the-scenes, up-close-and-personal shots of celebrities, MTV talent and staff in their day-to-day lives and on the road, often times #nofilter. The MTV Instagram also blurs the line between the MTV brand and its users with constant interaction, from tagging celebs (for being depicted on their IG, or for pure shoutout purposes) to participating in well-known photo hashtags (such as #OOTD, #selfie and #TBT). The @MTV Instagram also embraces some of entertainment’s largest awards shows and events, live red carpet photo coverage and exclusive glimpses of “who’s whom” in attendance.MTV's Instagram account is a fan's direct window into both the brand's inner workings and far-flung travels, combining intimate, unvarnished and truly behind-the-scenes (http://instagram.com/p/Vc7uV3H9IM/) images of MTV talent (http://instagram.com/p/VZ_qBln9N7/), artists (http://instagram.com/p/VZrVpPH9GX/) and celebrities (http://instagram.com/p/Vc8EIHn9Ir/) that pass through our doors and halls every day, with fun inter-office shots, and images collected on-location from around the country — for the latter, our internally distributed account access allows us to bring our audience to the events they care about most: red carpets (http://instagram.com/p/Vpscamn9Od/), live shows (http://instagram.com/p/Vsyo1SH9Ib/), film festivals (http://instagram.com/p/Urm6lhH9Jy/), on set (http://instagram.com/p/S1E0XoH9EW/), world events (http://instagram.com/p/UwnDj2H9Ke/), and occasionally, the Oval Office (http://instagram.com/p/RQpBCDH9HR/). Sometimes our audience can make it into our Instagram feed themselves — provided they're dressed appropriately (http://instagram.com/p/VNH4wHn9N5/). Once in a while, we'll even crack a joke (http://instagram.com/p/VSqUpcn9FK/).

Oreo Cookie This/Creme This

It was time to find out the answer to humanity’s most important question: cookie or creme? Oreo’s very first Super Bowl ad drove viewers to Instagram, where fans chose sides by tagging photos either #cookiethis or #cremethis. And then, for three long, oppressively - sweet - smelling days, we did just that. Twenty artists recreated Instagram photos using mountains of cookies and pounds of creme. One hundred fifty sculptures later, Oreo went from 0 followers to nearly 85,000 and became the fastest growing account in Instagram’s (notably short) history. In the three minutes after its Super Bowl debut, OREO beat out Justin Bieber, Beyoncé and unicorn_wishgirrrl_99 to become the fastest growing account in Instagram’s (very short) history. With 33 photos on Instagram’s Explore tab, the number one spot on reddit’s front page and a barrage of media coverage, here’s the story of how a 100-year-old cookie became the hottest thing going on Instagram.

Current Entries

CAPRICHO on Facebook

Produced by: Capricho

In 2012, CAPRICHO’s Facebook page ceased to be an automatic news feed and began to offer exclusive content increasing the interaction with the reader. It went from 500 thousand to 2 million fans: it is the largest fansite of Editora Abril and the largest teen magazine community in the world. CAPRICHO’s Facebook page represents the hard work that the brand put forth in social networks in 2012. At the beginning of the year CAPRICHO restructured and redefined its specific goals for each social network, while coherently integrating them all under the CAPRICHO brand. This video made earlier this year tells a bit about this story: abr.io/CAPRICHOfollowme CAPRICHO’s pledge is to make a girl’s adolescent years the most extraordinary time of their lives and to be present in their most important moments. With that in mind, for the last ten years, CAPRICHO, which began as a magazine for the adolescent girl, has been broadening its presence within the teen spectrum. Today the brand carries an important line of licensed products, as well as an annual event that brings together more than10 thousand girls. CAPRICHO also has an important online presence. With 72 million monthly page views and 5.5 million monthly unique visitors, www.capricho.com.br is the largest teen magazine website in the world. It became synonymous with fashion, beauty, lifestyle trends, and entertainment information for adolescent Brazilian girls. CAPRICHO’s commitment is also reflected in social networks: the brand has almost 1.6 million followers on Twitter and 133 thousand on Instagram. But Facebook is its most relevant platform with 2 million fans, 1.7 million ‘people reached’ and 87 thousand users ‘talking about’ CAPRICHO daily. Facebook.com/capricho curates content for Brazilian girls ages 13 to 17. Besides nurturing their dreams (http://www.facebook.com/media/set/?set=a.10152055988190252.902575.49941245251&type=3 ), and sharing the joys and sorrows so typical of adolescence (http://www.facebook.com/media/set/?set=a.10151144443095252.794326.49941245251&type=3 ), CAPRICHO’s Facebook page produces and selects the best news and services (http://www.facebook.com/media/set/?set=a.10151664319540252.856894.49941245251&type=3; http://www.facebook.com/media/set/?set=a.10152393603515252.953077.49941245251&type=3; http://www.facebook.com/photo.php?fbid=10152362982755252&set=a.10152362982450252.948875.49941245251&type=1&theater; http://www.facebook.com/photo.php?fbid=10152529958270252&set=a.10150177125150252.432375.49941245251&type=1&theater ). A popular article can reach more than ten thousand likes and hundreds of comments. Such involvement has made CAPRICHO’s Facebook page a powerful platform for interaction with the reader. Brazilian teenage girls are on Facebook. And they all follow CAPRICHO.

Betty Crocker - Best Overall Brand Presence on Instagram

For over 90 years, Betty Crocker has been a loyal sidekick to millions of folks at home in their kitchens. To return the favor, Betty Crocker’s Instagram account goes behind the scenes in the kitchens that have been powering all others for decades: the Betty Crocker Kitchens at General Mills. Betty’s Instagram followers get insider access into what the Kitchens are making each week — everything from culinary experiments to step-by-step shots of classic Betty recipes. Almost a century’s worth of homemakers have turned to Betty Crocker’s “big red spoon” like a beacon in the kitchen fog. When they needed a great recipe to wow their families, Betty had the answer. When they wanted to impress their neighbors with a fantastic party appetizer, Betty had just the thing. Betty Crocker is, and has been, a loyal kitchen sidekick to millions. These recipes, beloved by so many people, come from Betty Crocker’s Kitchens. For many, the Kitchens were a place shrouded in mystery: a mythical space where delicious concoctions were created behind closed doors and then suddenly released into the world. Betty’s fans and long-time loyalists often ask to visit the Kitchens, but geography and space limitations make it impossible for the Kitchens to accommodate all of the curious fans — that’s where Instagram comes in. Because of the app’s fantastic visual storytelling capabilities, Instagram allows the Kitchens to come to life in a way they never had before. Betty’s Instagram goes behind the scenes at the Kitchens and shows what’s being created that day. It shows thousands of enthusiastic bakers what life is like for the Betty Kitchens Experts. The account launched in September 2012 and within three months gained over 22,000 followers. Followers were excited by the authentic, delicious-looking content and the nods to Betty’s legacy. Betty regularly serves up fresh content, like when <a href="http://instagram.com/p/RvpiD7Fhzw/">when Hurricane Sandy hit</a>, the Betty Kitchens team sprung into action and hosted their own bake sale at General Mills World Headquarters to raise money for the victims. This photo brought awareness to the sale and showed the more human side of Betty Crocker. Each year the Betty Kitchens Experts go live during Thanksgiving to help people with their holiday cooking dilemmas. We launched this year’s version of “Ask Betty” with a <a href="http://instagram.com/p/SQ61VClh22/">fun picture of our Experts hitting the web.</a> When it’s National Cookie Day, the Betty Crocker Kitchens don't mess around. This was <a href="http://instagram.com/p/S8LrSqlh5U/">the bounty after a long day of baking</a> by the Experts. A huge part of Betty Crocker’s brand is her legacy. Peppering the Instagram account with vintage Betty goodness draws major love — including this <a href="http://instagram.com/p/QXpcV6Fh65/">picture of a recipe box</a> that customers used to send away for, for a mere $1.

HBO GIRLS @girlsHBO Instagram

The GIRLS brand on Instagram reflects the series’ most resonant moments with episodic and promotional imagery, creative hashtag use, and “behind-the-velvet-rope” access to red carpet premieres and VIP events. Regular updates include fan favorite quotes, images from the episodes as episodes air, and a polling of fan-favorite moments from the series. The young audience of GIRLS likely watches episodes on a delay with DVR or with their devices, and the @girlsHBO Instagram account “live grams” popular episode quotes and images to entice viewing and remind fans to watch. <iframe src="http://www.slideshare.net/slideshow/embed_code/16955808" width="476" height="400" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe> @girlsHBO on Instagram gives the series a space to connect real-world events and pop culture moments to the content from the series, such as wishing fans a “Happy Shosh Hashannah” or encouraging young viewers to Vote. To bring fans access to the red carpet premiere events, @girlsHBO shares pictures from the premieres with cast and crew’s own “#resolutionsGIRLSbreak” for Season 2, or 20-something confessions from Season 1. During the Season Finale, these signed papers are given away as a reward for interaction with the Instagram profile during the day-long finale marathon. The Season 2 #UOxGIRLS promotion teamed with Urban Outfitters to offer 1 year of free rent to fans who shared their makeover-ready apartments with @girlsHBO on Instagram, acknowledging the prevalence of Instagram with the series’ audience as well as supporting the “broke” 20-something audience. In 1 year, the GIRLS Instagram profile has grown to almost 98K followers. Sharing fan contributions and images from the series have matched the existing fan behavior on the platform, while pushing content in a natural way to reflect the series’ “millennial” tone.

DoubleTree by Hilton Instagram

Produced by: DoubleTree by Hilton

It is important to be where our consumers are and engage and deliver value when, where and how they wish to receive it. With the growth of the Instagram platform (gains one new user every second), and tapping into the insight that people love to share photos during their travels, this is a perfect platform for our brand to grow our presence. DoubleTree launched their Instagram account in April 2012 offering engaging content like sweepstakes. The sweepstakes themes were created to align with key time frames for the hotels like summer and holiday travel as well as create awareness for the DoubleTree by Hilton pet friendly hotels with a pet themed promotion. Instagram is a hub to extend our other initiatives like pictures from the road along the Little Things Project Tour, announce new hotel openings as well as feature hotel/city destinations. The integrated approach of using Instagram as another communication platform in our channel messaging mix to reach a new audience has helped us grow to over 1,000 followers in the first 5 months of launching the account. Holding sweepstakes that encourage interaction from our followers on Instagram helps increase engagement and follower count. A total of 90 new followers were gained from just the sweepstakes initiatives. The sweepstakes that we have run specific to this platform have achieved the following results: Sweepstakes entries: • #DoubleTreeSummer: 99 • #DoubleTreePet: 126 • #DoubleTreeHoliday: 63 Photos Tagged: • #DoubleTreeSummer: 227 • #DoubleTreePet: 660 • #DoubleTreeHoliday: 113 Total App Page Views: • #DoubleTreeSummer: 587 • #DoubleTreePet: 1,076 • #DoubleTreeHoliday: 1,163 New follower Increase: • #DoubleTreeSummer: 25 • #DoubleTreePet: 55 • #DoubleTreeHoliday: 10 Mentions on Twitter & Instagram: • #DoubleTreeSummer: over 325 • #DoubleTreePet: over 780 • #DoubleTreeHoliday: over 290

CAPRICHO on Instagram

Produced by: Capricho

CAPRICHO was able to see the potential of Instagram from the beginning. Unlike others within Brazilian media, CAPRICHO knew how to take advantage of this new technology trend. The publication found a visual identity of its own within Instagram and successfully involved its readers. Within 10 months it went from 11 thousand to 132 thousand followers. CAPRICHO’S Instagram was one part of a larger endeavor for the brand to firmly establish itself in social networks in 2012. At the beginning of the year CAPRICHO restructured and redefined its specific goals for each social network while coherently integrating them all under the CAPRICHO brand. This video made earlier this year tells a bit about this story: http://vimeo.com/46061282CAPRICHO’s pledge is to make a girl’s adolescent years the most extraordinary time of their lives and to be present in their most important moments. With that in mind, for the last ten years, CAPRICHO, which began as a magazine for the adolescent girl, has been broadening its presence within the teen spectrum. Today the brand carries an important line of licensed products, and holds an annual event that brings together more than10 thousand girls. CAPRICHO also has an important online presence. With 72 million monthly page views and 5.5 million monthly unique visitors, www.capricho.com.br is the largest teen magazine website in the world. It became synonymous with fashion, beauty, lifestyle trends, and entertainment information for adolescent Brazilian girls. CAPRICHO’s commitment is also reflected in social networks: the brand has almost 2 million fans on Facebook, 1.6 million followers on Twitter, and since 2011 has been building its presence on Instagram. From April 2012 to March 2013, http://instagram.com/capricho went from 11 thousand to 132 million followers. During that time CAPRICHO worked on its brand identity by bringing the adolescent dream and aesthetic to its image network. Besides sharing beautiful and inspiring pictures (http://instagram.com/p/SRGnmfSO5Y/; http://instagram.com/p/TWvn66yO1B/ ), CAPRICHO’s Instagram displays events that interest readers (http://instagram.com/p/QLgJFeyOzK/ ). It is also an important advertisement tool for its licensed products (http://instagram.com/p/UepSf-yO9t/; http://instagram.com/p/VH4oFNyO1R/ ), while maintaining its attractive layout. Instagram.com/capricho gains three thousand new followers monthly and an average of 10 thousand likes per picture, with approximately five photos hitting the top most popular list of pictures each week. By heading into Instagram before its readers, CAPRICHO kept its pioneering spirit and helped to mold the platform into a consumption dream for adolescents, where all want a smartphone, especially to be on Instagram. Adolescents value their group and their friends. They need to socialize and belong. Nobody understands this better than CAPRICHO.

In the Field with National Geographic

Produced by: National Geographic

Since 1888, National Geographic has traveled the Earth, sharing its amazing stories with each new generation. Today, National Geographic continues this rich tradition by embracing social media to share stories and engage its members (and audiences) around the globe. With more than 20 million fans across Facebook, Twitter, Google+, and YouTube, Instagram was a perfect fit to share the high-quality visual storytelling that audiences have come to expect. National Geographic was Instagram’s first brand partner, taking the time to listen and learn about the developing community before posting its first image in March 2012. The first post ushered in an approach to generate one simple question with each photo that followed: “What’s next?” And since then <a href="http://instagram.com/natgeo">@NatGeo Instagrams</a> have generated more than 23 million likes and comments.On March 23, 2012, National Geographic launched its Instagram account with a simple photo of statues of Ganesh, a Hindu god, Buddha and an owl, in Nepal. Very quickly @NatGeo followers would learn that it marked the beginning of an epic journey: climbing the highest summit in the world, Mt. Everest. #OnEverest utilized the 3G network on the mountain allowing explorers and photographers to bring followers along in a real-time (or occasionally near-time, when hotspot connections on the mountain delayed posts) effort to summit the peak. From the moment the team set out, followers became immersed in the expedition as it unfolded. With ninety photos National Geographic was able to deliver a sense of immediacy that only Instagram could provide. The climb included <a href="http://instagram.com/p/LCVb6hIVSX/">an iconic self-portrait of Emily Harrington at the summit of Everest</a> at 8,848 meters (29,035 feet), with Emily exclaiming “What a climb it’s been!” Her achievement made one @NatGeo follower cheer that the image was “beyond words—I love Instagram and Nat Geo for allowing me to live vicariously!” Building on the pioneering success of #OnEverest, control of the @NatGeo account was handed over to more than 40 National Geographic photographers and explorers to share photos from the field, whether on assignment or just walking around their neighborhood. With every new photo followers are left wondering “What’s Next?” From <a href="http://instagram.com/p/VrbnMNIVf9/">a portrait of a 7-year old Kyrgyz girl with cheeks burned by the bitter cold</a> to the record rains flooding Jakarta's central business district to hanging out with climbers suspended from the face of El Capitan in Yosemite National Park, CA. A photo of a <a href="http://instagram.com/p/VaD3bcIVQ3/">cloud covered Machu Picchu in the Andes of Peru</a> generated more than 101,000 likes and 1,600 comments. It caused one follower to reminisce about a previous visit and the “feeling of ruins coming into view for the first time,” something one would never forget. It caused another follower to dream of staying “there a week or so, to get a glimpse at what it may have been like to live there.” Each image draws out a multitude of feelings and perspectives in followers which fosters dialogue and encourages newly formed connections. More than 1,000 photos have been posted attracting more than 1 million followers to the @NatGeo account. And this is just the beginning. #LetsExplore!

AX #DressedFor

Produced by: kbs+ The Media Kitchen

As a retailer, Armani Exchange wanted to help define the public's daily personal style and motivate new fashion purchases. Leveraging Instagram, contributors including fashion bloggers, influencers and consumers were invited to use the #DressedFor hashtag to collaboratively help A|X create a user-generated style board reflecting an array of tastes and fashions. We compiled and featured submissions on AXDressedFor.com, a helpful style tool that is organized by secondary hashtags signifying events the consumer dressed for such as #wedding, #holidayparty, #work, #fall, offering inspiring looks for any occasion. We partnered with vendors that had personal style curation at their core to ignite and amplify the hashtag through their blogger and Instagram influencers. With Lookbook, Who What Wear, Mobile Media Lab and Hypebeast, we engaged their communities with challenges to create a “set” showcasing #DressedFor looks aligned with AX’s merchandising calendar. The #DressedFor initiative was designed around natural consumer interests and behaviors, including the search for inspiration, the growing use of mobile devices and social platforms that allow us to share what inspires us and motivates our purchase decisions. Supported by an ecosystem of social media, paid media and in-store promotions, Armani Exchange built an integrated platform around the brand in an authentic social environment that fuels fashion inspiration during the year’s most critical retail season. The contributors became part of the marketing mix, generating meaningful social content and experiencing moments of brief social fame. We drove 70+ curated looks with AX products while sparking a new “consideration” set of consumers. The hashtag launched with single-digit usage of #DressedFor, growing to more than 3,000 approved looks (not including the thousands of others that did not make the cut), and allowing the ecosystem of fashionistas to become part of the AX content machine. The hashtag reached over 17 MM on Instagram and garnered 12 MM likes while growing AX’s Instagram following by 250%. As part of the overall digital media ecosystem, #DressedFor contributed to bringing a new set of potential consumers and ultimately delivering a high return on investment to the overall campaign.

MTV Instagram

In 2012, MTV became the first company ever to hit one million Instagram followers. A pop culture visual powerhouse, the account currently houses 838 photos since its 2011 launch, with more than 1.1 million followers as of February 2013. Harnessing its influence as the cultural home of the millennial generation, the MTV Instagram is chock-full of behind-the-scenes, up-close-and-personal shots of celebrities, MTV talent and staff in their day-to-day lives and on the road, often times #nofilter. The MTV Instagram also blurs the line between the MTV brand and its users with constant interaction, from tagging celebs (for being depicted on their IG, or for pure shoutout purposes) to participating in well-known photo hashtags (such as #OOTD, #selfie and #TBT). The @MTV Instagram also embraces some of entertainment’s largest awards shows and events, live red carpet photo coverage and exclusive glimpses of “who’s whom” in attendance.MTV's Instagram account is a fan's direct window into both the brand's inner workings and far-flung travels, combining intimate, unvarnished and truly behind-the-scenes (http://instagram.com/p/Vc7uV3H9IM/) images of MTV talent (http://instagram.com/p/VZ_qBln9N7/), artists (http://instagram.com/p/VZrVpPH9GX/) and celebrities (http://instagram.com/p/Vc8EIHn9Ir/) that pass through our doors and halls every day, with fun inter-office shots, and images collected on-location from around the country — for the latter, our internally distributed account access allows us to bring our audience to the events they care about most: red carpets (http://instagram.com/p/Vpscamn9Od/), live shows (http://instagram.com/p/Vsyo1SH9Ib/), film festivals (http://instagram.com/p/Urm6lhH9Jy/), on set (http://instagram.com/p/S1E0XoH9EW/), world events (http://instagram.com/p/UwnDj2H9Ke/), and occasionally, the Oval Office (http://instagram.com/p/RQpBCDH9HR/). Sometimes our audience can make it into our Instagram feed themselves — provided they're dressed appropriately (http://instagram.com/p/VNH4wHn9N5/). Once in a while, we'll even crack a joke (http://instagram.com/p/VSqUpcn9FK/).

Pantone Tells Colorful Story on Instagram

On December 6, 2012, <a href="http://pantone.com">Pantone LLC</a>, the global authority on color and provider of professional color standards for the design industries announced PANTONE® 17-5641 Emerald as the color of the year for 2013. Pantone launched their Instagram account a few months prior and wanted to make a colorful "splash" on the platform around the Color of the Year announcement. Pantone worked directly with Instagram to share the announcement in a compelling, colorful and visual way. The team shared the PANTONE 17-5641 Emerald swatch <a href="http://instagram.com/p/S4jbtsRHrf/">on Instagram</a> directly after the press release hit the wire and continued to share Emerald-inspired images throughout the launch week (examples <a href="http://instagram.com/p/S6Z-EhRHmm/">here</a> and <a href="http://instagram.com/p/TbV2LVxHsY/">here</a>). The results were phenomenal - the community loved the photos and shared their own using the #ColoroftheYear hashtag.The Pantone Color of the Year influences product development and purchasing decisions in multiple industries, including fashion, home and industrial design, as well as product packaging and graphic design. By creatively and strategically sharing about the Pantone Color of the Year announcement on Instagram, we were able to tap into the large community focused on fashion, design, art and photography and tell Pantone's story in a visual and colorful way. BRAND PARTNERS SHARING ABOUT COLOR OF THE YEAR: <a href="instagram.com\p\S56q_YOGeC">SEPHORA</a> <a href="http://instagram.com/p/S8MfszSWSE/">Case Scenario</a> <a href="http://instagram.com/p/S6qHMJSeVj/">Who What Wear</a> <a href="http://instagram.com/p/RqaVYeKu9u/">Who What Wear Beauty</a> <a href="http://instagram.com/p/S6wCv6Etft/">Maybelline</a> <a href="http://instagram.com/p/S6U9LluwMm/">7 for All Mankind</a> <a href="http://instagram.com/p/S6AtMPROEr/">Nine West</a> <a href="http://instagram.com/p/S6h9bFRTgT/">Kelly Wearstler</a> <a href="http://instagram.com/p/TG1rs8Rxrj/">Aritzia</a> PANTONE COLOR OF THE YEAR INSTAGRAM CAMPAIGN RESULTS: Instagram Featured Pantone on the “Suggested Users” List within the app Instagram wrote <a href="http://bit.ly/TF7Jhr">blog post</a> about the PANTONE 2013 Color of the Year announcement 20K+ New Instagram Followers since being featured on Instagram mobile app 11,375 New Followers since Color of the Year launch 118% increase in follower growth As of 02/14/13, there are 3,061 Photos tagged with #ColoroftheYear As of 02/14/13, Pantone has 25,100 Instagram followers On a day-to-day basis, Pantone engages with the active and enthusiastic Instagram community by highlighting our followers and sharing photos tagged with the #Pantone or #ColoroftheYear hashtag. We'll let <a href="http://instagram.com/p/Vr_QAbRHkp/">this comment</a> from someone in the community on a photo thanking our 25K followers do the talking: "Thank YOU! You're doing it right."

Oreo Cookie This/Creme This

It was time to find out the answer to humanity’s most important question: cookie or creme? Oreo’s very first Super Bowl ad drove viewers to Instagram, where fans chose sides by tagging photos either #cookiethis or #cremethis. And then, for three long, oppressively - sweet - smelling days, we did just that. Twenty artists recreated Instagram photos using mountains of cookies and pounds of creme. One hundred fifty sculptures later, Oreo went from 0 followers to nearly 85,000 and became the fastest growing account in Instagram’s (notably short) history. In the three minutes after its Super Bowl debut, OREO beat out Justin Bieber, Beyoncé and unicorn_wishgirrrl_99 to become the fastest growing account in Instagram’s (very short) history. With 33 photos on Instagram’s Explore tab, the number one spot on reddit’s front page and a barrage of media coverage, here’s the story of how a 100-year-old cookie became the hottest thing going on Instagram.

NBC News on Instagram

Produced by: NBC News Digital

NBC News has been harnessing the power of visual storytelling since its first broadcast in 1938. In January 2011, they began bringing this experience to Instagram. America’s leading news organization prides itself on taking original, compelling photographs around the world to bring its followers to the forefront of breaking news. Through Instagram, NBC News has taken its followers through the halls of its headquarters in Rockefeller Center, to the London Olympics, the 2012 conventions, presidential debates, and even to New York City in the midst of Hurricane Sandy. NBC News was the first broadcast news organization on the platform.NBC News has been harnessing the power of visual storytelling since its first broadcast in 1940. In January 2011, they began bringing this experience to Instagram. America’s leading news organization prides itself on taking original, compelling photographs around the world to bring its followers to the forefront of breaking news. Through Instagram, NBC News has taken its followers through the halls of its headquarters in Rockefeller Center, to the London Olympics, the 2012 conventions, presidential debates, and even to New York City in the midst of Hurricane Sandy. NBC News was the first broadcast news organization on the platform. NBC News also interacts with its audience by curating user images to tell a larger story. Each week, a newsworthy topic becomes to focus of a NBC News Hashtag Collection. Users tag their Instagrams with the given hashtag and NBC News features nine user submissions in a post. Past examples include #HC_FallFoliage, #HC_Halloween and #HC_LocalNews. NBC News has utilized its brand on Instagram to crowdsource photos using the Instagram API. To curate election photos on Instagram, NBC partnered with Chute to create ElectionGrams.com. Photos of first-person accounts of Election Day tagged with election-related hashtags were approved and then dispersed across a map of the United States according to the photo’s geotag. The site was called “innovative” by both Poynter and PBS. Even Instagram has taken note of the @NBCNews account. They’ve showcased NBC News on their “Instagram for Business” blog as an example of how to engage with the community and use the app to tell a story. Anthony Quintano, NBC News’ Senior Community Manager, gave a presentation with Amy Cole, Instagram’s head of business operations, on how journalists should approach the platform in November 2012. Since the creation of the @NBCNews account, the brand has expanded to all of its shows (@TODAYshow, @NBCNightlyNews, @DatelineNBC, @MeetThePress, @RockCenterNBC and @KLGandHoda), 2012 campaign embed reporters and several on-air correspondents such as @SavannahGuthrie, @NMoralesNBC, @AlRoker and @HodaKotb.

@evianwater Instagram

Produced by: MKG

evian has always been an innovator; not only did they start the bottled water category in the United States in 1978, but were the first water brand to launch on Instagram. In the past year, evian has used Instagram to build connections through pictorial storytelling, leading to a thriving following of fans that routinely express their love for the brand. @evianwater connects with fans through content that reflects a Live young attitude, inspires creativity, & promotes an active and healthy lifestyle. While Instagram allows brands and users to show their more artistic side, @evianwater is one of the few accounts that allows their fans to tell their own story for evian. @evianwater shares fan photos of evian uploaded to Instagram along with beautiful images that relate to the brand’s ideals & behind-the-scenes exclusives. evian also allows influencers who are fans of the brand to take over the account & share their point of view. Instagram makes it easy to share offline experiences. Recognizing this, evian found a unique way to give their Instagram following an exclusive experience during their 27th year as a US Open sponsor. evian asked three top Instagram influencers @bridif, @newyorkcity, & @takinyerphoto to go on an “Instawalk” at the US Open & gave @evianwater followers a behind-the-scenes tour, from under the stadium to the racquet stringing room & the practice courts with evian ambassador Maria Sharapova. Each Instagrammer also had one of their photos featured on the US Open Jumobotron, bringing social into the real world. A custom hashtag #evianday was posted on the Jumbotron, newsletter, & social media inviting attendees to share their own photos. @evianwater even invited a few lucky Instagram users to meet the evian social team in person for a “love bomb;” a tennis ball signed by Sharapova. With 30 photos uploaded by the influencers & over 160 photos tagged #evianday, over 4.3 Million impressions were generated on Instagram alone. This innovative activation was covered by Mashable, BizBash, & was presented at the Contagious Now / Next / Why Session in New York, NY in Fall 2012 as a top example of using social media to leverage a brand sponsorship. Following the success of the US Open InstaWalk, the recent #evianeats Foodie Photo Series provided a call to action for followers to share their best “foodie photos” using the hashtag #evianeats. evian partnered with five Instagram influencers (with close to 250k fans collectively) to join in: @ALifeWorthEating, @Food, @Chow, @FoodRepublic & celebrity chef @RichardBlais, which generated over 300 photos tagged with #evianeats in one week alone. After the series ended on February 21st, Chef Blais took over the @evianwater Instagram account live from Miami’s South Beach Wine & Food Festival. Followers of @evianwater experienced the festival through the eyes of Chef Blais as he captured & uploaded 10 photos to @evianwater using #evianeats. evian also gave attendees a way to create their own Live young moment at the festival’s Grand Tasting Tents. When an attendee uploaded their photo to Instagram using #evianeats, they were able to receive a printed version live from the evian interactive photo booth. At the end of the weekend, over 800 photos were tagged with #evianeats on Instagram. While some brands showcase beautiful imagery & brand assets, evian has truly used Instagram to connect and engage with fans in unique ways.