Best Brand on Instagram

Archived from the 6th Annual Shorty Industry Awards

Winners

GoPro

Produced by: GoPro

GoPro, maker of the world's most versatile camera and generator of some of today's most engaging content, had a brand marketing vision to empower a generation of consumers and professional producers alike to capture, create & share their unique GoPro perspectives with the world. In 2009, the company leveraged the introduction of its GoPro HD HERO cameras as a launchpad for this social strategy, building an always-on, shareable content distribution network. GoPro’s social ecosystem, comprised of branded social media channels and TV campaigns, and powered by its customers & viewer audiences, was designed to drive engaged awareness, intent & sales of GoPro products and lay the groundwork for a future content distribution network. As a differentiation from most companies whose branded social media marketing campaigns typically include seasonal or temporarily relevant creative messages, GoPro took a distinctly different approach, creating a series of always-on campaigns, each focused on different customer segment, to fuel a virtuous cycle of content capture, creation, & sharing. The company tapped into its customers to drive awareness of GoPro by entertaining a growing audience of potential customers with engaging, immersive and aspirational stories. Today, these always-on social media campaigns remain the backbone of GoPro's online consumer brand marketing, customer engagement and retention, and emerging content distribution strategies. More importantly, the strategy has enabled GoPro to develop a social community that is one of the most engaged in the world and established the company as a leader in leveraging social media as an integrated marketing platform to drive growth rather than a medium to support seasonal and temporary campaigns. Campaigns: Everything We Make Sweepstakes Photo & Video of the Day You in HD Video & TV Distribution From the beginning, a key component to GoPro's strategy for marketing revolved around driving word-of-mouth by showcasing customer enthusiasm for the brand through content marketing programs. A few core aspects of the strategy included: customer content distribution, customer recognition, always-on, shareable engagement & the opportunity to win. Each day, GoPro recognizes & rewards several consumers through content contests. GoPro footage from the winner is featured in online programming and distributed to global audiences on GoPro.com, Youtube, Facebook, Twitter, Google+ & Instagram. Once selected, content winners also qualify for licensing opportunities to be featured in GoPro marketing & content distribution programs beyond social media where monetary incentives are offered such as Print Advertising, TV Ads and Content Distribution Licensing. In addition to its content-driven daily programming, GoPro also established a much-lauded daily product sweepstakes to drive additional engagement for current customers and potential GoPro users. To bring this dual contest and promotion strategy to life, GoPro's founder & CEO, Nick Woodman, designed several simple campaign platforms: Everything We Make - for people who did not yet own a GoPro but wanted a chance to win one, a daily sweepstakes was created whereby each day, a randomly selected winner received 1 of every product made by GoPro. Winners are announced daily in GoPro's social media programming - Everything We Make. Today, tens of thousands of people enter the sweepstakes on GoPro.com each day, with many entrants entering every day for weeks, fueling increased word of mouth, brand interest, & lead generation. Photo & Video of the Day - for customers who regularly shared their best photos & videos with GoPro in social media, reward the top producers by showcasing their work to our online audiences through our daily social media programming across each online marketing channel: Facebook.com/GoPro, Twitter.com/GoPro, Instagram.com/GoPro, GoPro.com, GoPro App - Photo of the Day & Video of the Day. Today, hundreds of customers submit their best photos & videos to GoPro.com for a chance to be featured in online programming. These entrants also qualify for selection to be featured in other GoPro marketing assets such as general online 'share programming', print ads, billboards, & product packaging. Video Distribution & TV - for customers who capture truly awe-inspiring moments with their GoPro cameras, GoPro offers the opportunity to be featured in video distribution through our Youtube channel, TV advertising, & other video distribution channels such as Virgin America & Xbox. Nearly all of GoPro's Youtube videos are either produced by customers themselves and licensed by GoPro, or produced in collaborations between customers, sponsored athletes & GoPro media production teams. RESULTS: Every day, GoPro's online audience grows by thousands of new subscribers and the customer-centric content programming receives extremely high engagement. Additionally, incredible brand enthusiasm fuels a virtuous cycle of content sharing and drives camera sales. These combined successes make GoPro one of the most-admired consumer brands for its social media strategy and ongoing community engagement. As of 2/7/2014: Everything We Make Entries = 40K+ / day GoPro.com Visits = 300K+ / day GoPro.com Customer Photo & Video Submissions = 150+ / day Facebook Fans =7M+, and growing by 2000 / day Youtube Subscribers = 1.6M+, and growing by 2000 / day Youtube Views = 400M+, and growing by 500K+ / day Instagram Followers = 1.6M+, and growing by 25K / day

Finalists

PayPal: The Picture of Success. An Authentic Approach to Humanize the Brand

Produced by: Edelman

How does a tech payments company who relies heavily on stock photography make itself relevant to the discerning eye of the Instagram community? And how does a service with no tangible product to photograph come to life in a meaningful way when the story must be told visually? PayPal tapped Edelman to not only find the answer to these questions, but to do so while both humanizing the brand and contextualizing how PayPal adds value to everyday life.We knew that the Instagram community would not respond well to heavily branded content or marketing speak, so we decided to let the community speak for us. We partnered with more than 30 influential global Instagram photographers to tell the #paypalit story in their own unique way through the PayPal Instagram channel. http://shorty2014.edelmandigital.us/paypal-the-picture-of-success.html. Using brilliant lifestyle photography, they illustrated how PayPal was part of their everyday lives, giving them a simple, secure way to pay for everything from morning coffee to shoes to charitable donations anywhere and any way they chose. The creativity paid off, exposing PayPal to 9 million endorsed impressions. By taking a risk and putting their brand in the hands of their most influential customers, PayPal was able to reinvent itself in an authentic way and gain both the respect and following of a highly discerning audience. Within one year, the PayPal Instagram account reached over 10k followers, with an average 23.4% MOM growth. Their 404 photos averaged 136 engagements per post, totaling 247,100 overall engagements with overwhelmingly positive sentiment. Instagram publicly applauded PayPal's innovative brand strategy and invited them to be one of only 10 brands to launch their ad platform, making PayPal the only tech brand amongst rich lifestyle brands like Michael Kors, Adidas, Lexus and Burberry.

@gameofthrones Instagram

Produced by: HBO

Leading into its third season, Game of Thrones was poised to make the leap from popular television show to global sensation. To fuel this and help broaden the audience, HBO devised an innovative strategy to bring Game of Thrones to the popular social platform, Instagram, in a new and unexpected way. From the fantasy world of Westeros to the filtered world of Instagram, HBO took a focused approach to the platform which differentiated the profile from all other Game of Thrones content on the web. Enjoyable images featuring the pocket-sized Game of Thrones Funko figurines in unexpected situations broke through the clutter and appealed to the platform’s young demographic. Key scene reenactments, digital platforms promotions, and “GoT IRL” photos gave the profile a unique voice and helped promote the series to the mainstream. Social activations with cast members holding their Funko counterpart at offline events such as red carpet premieres and Comic-con incentivized thousands of “double-taps” from fans who followed along. Since launching in March 2013, the profile grew to over 132k followers and garnered over 500k likes. The Funkos traveled across the country and posed with beloved cast members such as Peter Dinklage, Emilia Clarke and Kit Harington. Content popped the zeitgeist such as the Lord Renly marriage equality photo, which received positive coverage from Huffington Post. The profile also came to life at Comic-con where fans were invited to participate in a “caption-this scene” contest featuring the Funkos. Additionally, fans flocked to stores to create their own “little Westeros” moments and over 200k Game of Thrones Funko Figurines have been purchased domestically and internationally to date. Game of Thrones’ Instagram strategy exemplified a unique approach to the platform that no other entertainment entity has ever taken before. It provided a fresh and fun way to engage the broader fan base and play upon pop-culture. These enjoyable images surprised and delighted users of the platform and helped grow the audience, cementing Game of Thrones’ position as a cultural phenomenon.

@girlshbo Instagram

Produced by: HBO

One of the Top 10 Most Shared Brands on the platform, according to Adweek, the Girls Instagram profile has developed into a social currency inherent to the digital and overall marketing presence of the series. We have curated a presence for the show on Instagram since its launch, and Instagram remains a key source for fans of the show to engage with their favorite characters, themes and episodes year-round. To build anticipation for Girls Season 3, we employed the new video feature of Instagram to seed out exclusive content to fans. Launching the Season 3 campaign with an Instagram-themed “In Production” clip shared on Instagram and on HBO, we continued fanning the flame with a 15-second teaser trailer that the show’s creator and star Lena Dunham shared to her profile. The consumer reaction and positive press attention from the likes of Mashable and Refinery 29 driven from this clip alone helped us surpass 1.5 million YouTube views on the trailer’s digital release —just in the 3 days leading into its on-air premiere. The Girls fans are never satiated, and the video offerings continued through the season 3 tune-in campaign. We gave fans an unprecedented look behind the scenes of the poster shoot, and to round out 2013, introduced a fun and topical Instagram-only video series starring Lena Dunham. Girls’ nearly 200,000-strong following on Instagram makes it one of the pre-eminent brands on the platform. We drove tune in for 2013’s Season 2 with Sunday-night posts of the most Girls-awkward or iconic moments, and kept fans eager for the new season with similar content during hiatus. Timely content relating to the series and pop culture and fond holiday greetings remain fan-favorite content pieces that delight and surprise followers regularly. This season, we chose to double down on creating content for our thriving community. Launching our campaign to the largest possible audience, we simultaneously fed the HBO’s Sunday night viewers and the Girls Instagram profile with a first peek at Season 3 footage -- using nothing other than Instagram-inspired creative. Having received the aforementioned recognition as a top-shared brand on Instagram from Adweek, we moved on to the next tactic in our Season 3 campaign: the official trailer release. Targeting the Girls superfan evangelists, we employed Lena Dunham’s Instagram profile as the venue for a 15-second mini-trailer that teased what was to come when the full trailer was released days later. Gaining nearly 50,000 likes, the teaser was praised by Mashable as having “prov[en] the storytelling potential of Instagram's 6-month-old video feature,” where Vulture asserted that it “might be short, but it still has everything we need to get jazzed for season three.” The early digital release drove major press buzz, with the @NylonMag Twitter handle declaring “OMG: The season 3 trailer of @girlsHBO is heeeere!!! Best Friday ever?!” To keep buzz going between the trailer release and the early 2014 season premiere, we kept the momentum going with exclusive video from behind-the-scenes of the Season 3 poster shoot. Saying goodbye to 2013 with a bang, we premiered our first installment of a brand-new Instagram content series on New Year’s Eve. In Lena On Hannah On, Lena Dunham shares what Hannah would think about a variety of topical subjects. The first piece, which shared Hannah’s take on New Year’s Eve festivities, left fans with something to look forward to in 2014 – more Instagram content from their favorite Girls.

General Electric Instagram

Produced by: GE Instagram

GE is a 120-year old multi-national company that designs and builds airplane engines, power turbines, locomotives, and molecular imaging equipment. Every single day, those products are used by people all over the world. GE uses social media to share its story and engage their global audience. Instagram has become the hub of our visual storytelling and is a way to connect with our followers in a new way. Generating content for Instagram has become a key priority for GE in the past year. In 2013, the brand has planned photo shoots on location at several of the most innovative facilities in the world specifically to produce high quality content. These shoots give their loyal followers never-before-seen access that few people have. These photo shoots took place in locations like the GE Aviation Engine Testing Center in Winnipeg, Canada, CSX Intermodal’s Northwest Ohio Facility in North Baltimore, Ohio, and GE Transportation’s Manufacturing Facility in Fort Worth, Texas. They also took their fans to get a first hand look at two of the most important Airshow’s in the world, in Dubai and Paris, where GE gets to unveil and show off some of their most cutting edge aviation technology. GE takes their fans all over the world and immerses their followers in the beauty of innovation. GE has been a first-mover on Instagram since the day they uploaded their first photo on May 19, 2011. The brand is constantly finding new ways to do things differently and connect with their community in new ways. GE runs groundbreaking activations to reward their fans, including contests to find fresh talent as well as inviting fans to facilities to see them first hand. They’re also part of the small group of Instagram’s brand partners allowing them to be one of the first to share videos and to run a paid promotion behind a photo. On November 22, 2011 GE launched a contest to find their next ‘Instagrapher.’ The winner of the contest would become the next official GE Instagram photographer and would be flown to the UK to photograph the GE Aviation facility in Wales. The search allowed GE to engage and reward their followers, while also finding a great new photographer. Over 4,000 photos were submitted using the hashtag #GEInspiredMe. The winner, Adam Senatori, has gone on to work on multiple GE shoots and his following has increased by 680,000 since winning the contest. Most recently, GE created and managed the first InstaWalk ever hosted by a brand on September 20, 2013. Six influential Instagram photographers and six GE super fans were invited to an aviation facility in Peebles, OH. To find the super fans, the brand ran a contest on Instagram generating over 200 entries who had to explain why they are the biggest #AVGeek ever, a term many of our loyal fans associate themselves with. The influencers included notable Jessica Zollman, Michael O’Neal, Chris Ozer, Cole Rise, Dan Cole and Adam Senatori, all of whom have a reach totaling over 3.3 million. The group of super fans and influencers were given unprecedented access to the facility and the result was a real-time tour of one of the world's most advanced jet engine test centers, as seen through the eyes of Instagram's best photographers and most avid fans of GE Aviation. Highlights of the campaign included over 200,000 social engagements across #GEInstaWalk posts, several photos featured on Instagram’s most popular page, 3.8 million unique viewers and over 3,000 new followers to the GE account - all accomplished with no paid media support. The first GE InstaWalk was just the beginning. The campaign was so successful, we’re planning two more for 2014 as well as more photo shoots to capture new GE content in amazing places. GE will keep bringing their fans behind the scenes to the most innovative facilities all over the world, continuing to do the unexpected and adding value on a channel that really fosters those behaviors.

Old Spice - Instagram

Produced by: Wieden+Kennedy

We tell the parodied story of Old Spice in real-world situations that provide entertaining escapes from, er… real-world situations.Smellstagram hasn't been invented, so we tell the unique story of freshness through hilarious images on Instagram. The explosive growth of the platform among our target audience makes it a perfect place for us to set up camp, stoke the fire and offer manly yet entertaining fairy tales of bears in the woods, personal jet skis and family togetherness. In short… man stuff.

Benefit Cosmetics

Produced by: Benefit Cosmetics

Our Instagram account visually celebrates what makes Benefit Cosmetics unique: a fun, lighthearted approach to beauty. Filled with beautiful product shots, LOL-worthy real-time content (like #SelfieOlympics & #StarbucksDrakeHands), how-to's, stop-motion videos and bold, uplifting quotes, it's become one of the top brand Instagram accounts in beauty & beyond. In September 2013, we introduced the ongoing #Realsies campaign to support our top-selling they're real!' mascara. We encouraged fans to snap a pic on Instagram of their beyond-belief lashes tagged with #Realsies for a chance to win a year's supply of the mascara. Since, thousands of women across the world have shared their #Realsies with friends on Instagram & our fans at a dedicated gallery microsite: realsi.es. It's a true-to-life testimonial of the mascara's dramatic effects, and a fun action rooted in everyone's favorite Instagram behavior: the selfie.Touted as the best Instagram account out of 85 beauty brands in L2′s 2013 Digital IQ Index, we're dedicated to creating beautiful, approachable and fun daily content that exudes our brand DNA for our audience of 500k+ Benebabes. But we don't just stop at content creation. One of our proudest roles on Instagram is the time we spend engaging with women in our own feed & throughout the luxury beauty sphere. From reposting inspiring product pics to giving random #fotd (face of the day) compliments, this interaction is what helps set us apart as an approachable, feel-good brand in the prestige beauty world. Our #Realsies campaign has surpassed expectations with more than 12,000 tagged photos to date—spanning from everyday gals to beauty influencers to lifestyle bloggers. It's an evergreen campaign we're looking forward to supporting throughout 2014 and beyond with regular influencer contributions. Benefit Cosmetics is the San Francisco-based makeup brand that believes laughter is the best cosmetic. Known for fun, instant beauty solutions, Benefit provides women with a playful, interactive experience that is truly unique, bold & girly. Benefit is one of the fastest growing prestige beauty brands in the business with over 4000 counters in 40 countries. Famous for Brows, Benefit has been arching, waxing & filling brows for over 35 years. With over 1000 Brow Bars & Boutiques worldwide, the brand has become the brow authority where girls in-the-know get brows on-the-go! Benefit is part of the world's leading luxury products group, Louis Vuitton Moet Hennessy.

Current Entries

Mercedes-Benz Take the Wheel

Produced by: Razorfish

Mercedes-Benz needed to reach a new generation of buyer – one that had started to believe its rivals’ attempts to paint it as “old luxury.” The brand’s answer was the all-new CLA, starting at only $29,900. From its bolder design language to its astonishing price point, it was made to win over Gen Y. But how to get their attention in the first place? When we looked at our target audience we noticed a fascinating tension – they were addicted to their devices while valuing experiences over things. Because their mobile phones have made it so easy to capture and share these experiences, pictures had become the language of the generation - and Instagram THE platform. At the time, Instagram didn’t have any paid media options, so we had to tap into native behavior. We discovered that the network had given birth to a handful of wildly popular users, otherwise everyday-Gen Y consumers whose stunning imagery had garnered them hundreds of thousands of followers. We also discovered an undercurrent of unspoken competition on the platform. It came down to who could capture the best moment or image, which makes sense for a generation raised on reality TV contests and gaming. From these insights, Take the Wheel was born. We challenged five of Instagram’s best photographers to spend five days each behind the wheel of the Mercedes-Benz CLA. Each would document their trip, sharing six photos a day on their Instagram account and the Mercedes-Benz Instagram account. The hook? Whoever who gets the most likes, keeps the CLA. The influencers were chosen not just for the quality of their imagery, but also to represent a diverse range of lifestyles and viewpoints. As they rallied their substantial fan base and took breathtaking imagery, no one was calling the brand “stuffy” anymore. “This is taking the paid, owned, earned model, and really focusing on the owned and earned and ramping that up to a new level,” said Forbes in a feature article on the campaign (Source: forbes.com 8/23/2013). And this unconventional approach delivered: on Instagram alone, the content achieved 87 million organic impressions and over 2 million likes (source: Instagram). There were 549,000 social mentions on Facebook and Twitter alone. And this social conversation was 90% net positive. (Source: Netbase) And that is before our paid amplification program drove 170,000 visits to the campaign hub (Source: Google Analytics) and over 11.5 million trailer views (Source: Adap.TV, BrightRoll, Undertone, YouTube, Yume). In August, as the campaign reached its climax, there were more visitors to MBUSA.com than any time in the site’s history. Over one million visitors viewed CLA content, with 342,000 build-your-owns. But can mobile photography actually move cars? When the CLA launched in September, it broke sales records.

@SportsCenter Instagram

Produced by: SportsCenter Instagram

The goal of SportsCenter's Instagram account is to tell the story of the sports world through cool and engaging imagery and video, furthering the brand's affinity on the burgeoning platform.SportsCenter's Instagram page has stuck to its raison d'être of telling the day's stories in sports in a fun, engaging way. Visitors can look at the profile and quickly discern what the day's news is; enjoying the same humor and pop-culture references they've come to love watching the TV show. The account's following has grown steadily since its inception 7 months ago, averaging over 20,000 new followers a week and doubling the engagement rate of the parent @ESPN account. Brands like the Complex Magazine, Golden State Warriors and even LeBron James have also engaged with the page. SportsCenter's social media team has continually used custom artwork around to big events (Super Bowl, BCS National Championship, NBA All-Star Weekend, etc.) to add to the hype surrounding them. The account partnered with the UFC for an "Instagram takeover" of UFC 168, where president Dana White gave the account unprecedented access to the fight.

America's Navy

Produced by: Lowe Campbell Ewald

Instagram has easily been one of the fastest growing social networks since its launch in late 2010. It is estimated that over 90% of the 150 million users on Instagram are under the age of 35. The core target for Navy recruiting is 18-24 years old, which is a sweet spot for Instagram. The objectives of the America’s Navy social platforms are to create awareness and consideration of the Navy as a career choice, increase engagement with Navy-related content, and inspire potential recruits and future and current Sailors to be proud of their Navy. Instagram is a great place to connect with potential recruits and key stakeholders on their images, as well as sharing the incredible photos from everyday life in America’s Navy. It also gave us another tool for social media activation at major events to promote and engage. So the decision to become the first official military recruiting account on the platform was easy. We first launched our presence on 5/24/2013 and since we have seen tremendous organic growth. Without any paid media behind our presence, we gained 4,365 followers. With a mix of photos that includes aircraft carriers, fighter jets, helicopters, Sailors, custom art, exotic locations, and more, we engage with our audience every day. Our account truly gives a diversified look at life in the Navy, from travel, to life at sea, Boot Camp, and much more. Moreover, we actively monitor Navy-related hashtags (#AmericasNavy, #USNavy, #FutureSailor among others) and are constantly interacting with fan photos, finding people who many not know of our presence and keeping our current followers engaged with the brand. On Instagram, we don’t wait for people to come to us, but find their relevant content, engage and convert into followers. We also monitor which images are the most popular and trending on our owned websites to understand what types of photos our fans are consuming. With those insights, we are better prepared when planning future content, whether sharing similar photos on Instagram, our other social platforms, or even our website. One of the biggest strengths of our presence is the integration with events. We attended two major events in 2013, Summer X Games in Los Angeles and the annual Army-Navy college football game in Philadelphia. Sharing on-site photos and videos of Sailors at X Games made our audience feel like they were with us in Los Angeles. At Army-Navy game, our photos and videos roaming the sidelines of the game were some of our best posts of the year. Our Instagram account has been an invaluable tool for events and drastically increasing the reach of our activation beyond the event’s location, as well as a way to invite visitors to our event footprint. The America’s Navy Instagram account has become a tremendous resource for our target to learn more about life in the Navy through photos, videos and direct interactions with the brand page. Moreover, it has allowed us to see and engage with the personal experiences of Sailors, future Sailors and stakeholders (family, friends, veterans) on a more personal level. The page was an incredible success in 2013 and is poised for great things in 2014 and beyond.

Univision

Produced by: Univision

In late 2013, Univision wrapped up the fourth season of its hit dance competition show, ¡Mira Quién Baila! (MQB), growing audience engagement with all-star celebrity lineups, exciting choreography, plenty of emotions and unique content and experiences. One of the most exciting stories around social media was the show’s wildly popular Instagram account. Branded as #MQB, the show established itself on Instagram as a one-stop destination for beautiful images of the contestants and performances, backstage “first reactions,” exclusive videos and selfies from the celebrities themselves and up to the minute, live images from the dance floor. The show’s principal and celebrity hashtags also ranked among the top TV series hashtags for Sunday nights this fall. From fans’ hashtag voting to save their favorite star, to giving them candid access to celebrities via Instagram videos behind the scenes, “¡Mira Quién Baila!” offered new and innovative ways to take part in the action-packed fourth season via Instagram. For Univision, Instagram was the best tool for visual storytelling, taking viewers backstage, to the dressing rooms and to rehearsals, giving them exclusive access to the stars and special guests – essentially making fans part of the show. Additionally, Univision offered exclusive content on Instagram. This included: 1. Selfies of the first reaction from the winners as well as those that were eliminated. Immediately after a contestant was eliminated or saved, we posted a reaction and a thank you message to the fans 2. Exclusive serenades, invitations and access to guest stars; El Dasa and Larry Hernandez sang an exclusive serenade for the fans and Jencarlos Canela took fans to his dressing room 3. Instagram dancing lessons with the choreographers. Fans also got an opportunity to re-create some of the steps on their own through choreographies 4. Halloween pranks. Univision’s social media correspondent brought fans closer to the stars through interviews, Halloween pranks and other fun activities 5. Behind the scene scoop and confessionals – We gave fans full access to the stars, producers and choreographers During the 2013 MQB season, the Instagram account grew by 130% according to Statigram. In addition, the MQB season finale had three times the level of engagement on Instagram than the Dancing with the Stars season finale. Additionally, we saw 4x the engagement actions on the MQB instagram handle than the Twitter handle.

Bravo's @BravoTV

Produced by: Bravo Media

The @BravoTV Instagram account is the official source for all things #BravoTV. Dedicated to giving Bravo fans unlimited access to their favorite Bravolebrities and programming, @BravoTV saw over +129% growth in 2013. @BravoTV has been one of the most innovative brands on Instagram for years. We utilized Instagram’s new video capabilities from the start. We posted our first Instagram video on June 20th, 2013, the day the capability was launched. http://instagram.com/p/ayvHalxPxH/ Throughout the year we used photos and videos to continue to tell the story of #BravoTV. In October, @BravoTV announced that the next guests to appear on the Emmy-award winning series Inside the Actors Studio would be the cast of the Emmy-award winning series Arrested Development. We made this announcement in a novel and fun way, befitting the spirit of the guests. Over the course of October 24th, @BravoTV released three photo clues to the next guest’s identity integrating Bravo and Arrested Development imagery (an ice cream sandwich made with James Lipton’s signature blue index cards, Andy Cohen in “never-nude” jean shorts.) http://instagram.com/p/f2rAxYxP4-/ Fans caught on and their guesses were confirmed later that day when we posted a video of James Lipton performing the Bluth family’s signature chicken dance. http://instagram.com/p/f28z0YRPyo/ The Instagram campaign was reported on by numerous media outlets, including Entertainment Weekly, Vulture, and The Hollywood Reporter. Other popular videos included 15 second how-tos with Bravo talent like The Millionaire Matchmaker’s Patti Stanger and Vanderpump Rules’s Jax Taylor with tongue-in-cheek themes like “Patti’s Rules to Saying I Love You” and “How-Not-To Win Someone Back.” http://instagram.com/p/hjwGJ_RP_J/ http://instagram.com/p/ht8f5uxP6V/ We also used @BravoTV as a way to recognize our passionate fans, through initiatives like Top Chef Home Edition and The Real Housewives of New Jersey Social Editions. Top Chef Home Edition was a multi-platform initiative that asked fans to unpack their knives, snap a pic of their best home-cooked creations, upload it to Instagram and tag it with #topchefhome. BravoTV.com hosted a page with all the submissions, and each week @BravoTV shared one of our favorite fan images to our hundreds of thousands of followers. http://instagram.com/p/gYdLQTRP0b/ The Real Housewives of New Jersey Social Editions took fan recognition one step further, by sharing fan submitted Instagram selfies on-air. Each week, @BravoTV would share a call-to-action image inviting fans to share their reactions to that evening’s Housewives episode using #RHONJ, our favorites were then included on-air on Real Housewives of New Jersey Social Editions, encore presentations enhanced with social media conversations about the show. http://instagram.com/p/e3Q1UjxP3A/ The @BravoTV Instagram account is an integral element in Bravo’s social media outreach initiative. 2013 saw huge gains for @BravoTV, with our follower count growing over +129%. Bravo viewers are passionate and dedicated, and @BravoTV recognizes this. We give fans access to their favorite Bravolebrities through behind-the-scenes photos and videos from reunion show tapings, photo shoots, and days in the office at Bravo HQ. We also utilize Instagram video to share the latest updates about our programming and talent. We leverage the visual nature of Instagram to promote our OMG moments, promote tune-in, and engage with our most loyal fans. Our unique Instagram Video strategy utilizes the conversation promoted by the comments section. Whether we’re asking fans to vote in polls or to comment on tongue-in-cheek how-to videos, we’re always paying attention to the feedback of our followers.

PayPal: The Picture of Success. An Authentic Approach to Humanize the Brand

Produced by: Edelman

How does a tech payments company who relies heavily on stock photography make itself relevant to the discerning eye of the Instagram community? And how does a service with no tangible product to photograph come to life in a meaningful way when the story must be told visually? PayPal tapped Edelman to not only find the answer to these questions, but to do so while both humanizing the brand and contextualizing how PayPal adds value to everyday life.We knew that the Instagram community would not respond well to heavily branded content or marketing speak, so we decided to let the community speak for us. We partnered with more than 30 influential global Instagram photographers to tell the #paypalit story in their own unique way through the PayPal Instagram channel. http://shorty2014.edelmandigital.us/paypal-the-picture-of-success.html. Using brilliant lifestyle photography, they illustrated how PayPal was part of their everyday lives, giving them a simple, secure way to pay for everything from morning coffee to shoes to charitable donations anywhere and any way they chose. The creativity paid off, exposing PayPal to 9 million endorsed impressions. By taking a risk and putting their brand in the hands of their most influential customers, PayPal was able to reinvent itself in an authentic way and gain both the respect and following of a highly discerning audience. Within one year, the PayPal Instagram account reached over 10k followers, with an average 23.4% MOM growth. Their 404 photos averaged 136 engagements per post, totaling 247,100 overall engagements with overwhelmingly positive sentiment. Instagram publicly applauded PayPal's innovative brand strategy and invited them to be one of only 10 brands to launch their ad platform, making PayPal the only tech brand amongst rich lifestyle brands like Michael Kors, Adidas, Lexus and Burberry.

Benefit Cosmetics

Produced by: Benefit Cosmetics

Our Instagram account visually celebrates what makes Benefit Cosmetics unique: a fun, lighthearted approach to beauty. Filled with beautiful product shots, LOL-worthy real-time content (like #SelfieOlympics & #StarbucksDrakeHands), how-to's, stop-motion videos and bold, uplifting quotes, it's become one of the top brand Instagram accounts in beauty & beyond. In September 2013, we introduced the ongoing #Realsies campaign to support our top-selling they're real!' mascara. We encouraged fans to snap a pic on Instagram of their beyond-belief lashes tagged with #Realsies for a chance to win a year's supply of the mascara. Since, thousands of women across the world have shared their #Realsies with friends on Instagram & our fans at a dedicated gallery microsite: realsi.es. It's a true-to-life testimonial of the mascara's dramatic effects, and a fun action rooted in everyone's favorite Instagram behavior: the selfie.Touted as the best Instagram account out of 85 beauty brands in L2′s 2013 Digital IQ Index, we're dedicated to creating beautiful, approachable and fun daily content that exudes our brand DNA for our audience of 500k+ Benebabes. But we don't just stop at content creation. One of our proudest roles on Instagram is the time we spend engaging with women in our own feed & throughout the luxury beauty sphere. From reposting inspiring product pics to giving random #fotd (face of the day) compliments, this interaction is what helps set us apart as an approachable, feel-good brand in the prestige beauty world. Our #Realsies campaign has surpassed expectations with more than 12,000 tagged photos to date—spanning from everyday gals to beauty influencers to lifestyle bloggers. It's an evergreen campaign we're looking forward to supporting throughout 2014 and beyond with regular influencer contributions. Benefit Cosmetics is the San Francisco-based makeup brand that believes laughter is the best cosmetic. Known for fun, instant beauty solutions, Benefit provides women with a playful, interactive experience that is truly unique, bold & girly. Benefit is one of the fastest growing prestige beauty brands in the business with over 4000 counters in 40 countries. Famous for Brows, Benefit has been arching, waxing & filling brows for over 35 years. With over 1000 Brow Bars & Boutiques worldwide, the brand has become the brow authority where girls in-the-know get brows on-the-go! Benefit is part of the world's leading luxury products group, Louis Vuitton Moet Hennessy.

NET-A-PORTER.COM

Produced by: NET-A-PORTER.COM

The Net-A-Porter Group Limited is the world's premier online luxury fashion retailer. Our award-winning website, presented in the style of a fashion magazine, offers the style-savvy customer exactly what she wants - unprecedented access to the hottest looks of the season from international cutting-edge labels via worldwide express delivery. Since launching in June 2000, NET-A-PORTER has successfully established itself as a luxury brand, with impeccable packaging and unrivalled customer care. The pages of NET-A-PORTER feature high fashion editorial, updated weekly with new content and product, which is viewed by over 2.5 million women each month. NET-A-PORTER was launched in June 2000 and has since successfully established itself as the world’s premier luxury online fashion retailer. Presented in the style of a fashion magazine, NET-A-PORTER features collections from over 400 of the world’s most coveted designers including Chloé, Marc Jacobs, Burberry Prorsum, Miu Miu, Stella McCartney and many more. With its acclaimed editorial format, express worldwide shipping to 170 countries (including same-day delivery to London and Manhattan), luxurious packaging and easy returns, NET-A-PORTER offers an unparalleled shopping experience. Instagram celebrates beautiful and inspirational moments. Our Instagram images act as an invitation into the NET-A-PORTER world. We want our images to tell a story to our fans while providing them with insider access to exclusive events and luxury fashion. Our Instagram reflects the NET-A-PORTER visual aesthetic. All photos should be high-quality, well-lit and in focus. The Social Media team aim to create shareable and on brand content that is tailored to each platform. We create a variety of daily content across10 major Social Media sites. We have an impressive and dedicated fashion-minded community that regularly engage and share our content. The majority of our fans are from the US, UK and Australia across all social media platforms, with 18-34yr olds accounting for 66% of our total Facebook audience. Our social media audience are NET-A-PORTER's early brand adopters. Facebook – We currently have 1M fans and are the most liked luxury fashion retailer . We post multiple daily content (3 times per day) and heavily interact with our fan base. On average we reach out to over 115k fans per post. Our best post yet received over a total engagement of 11k likes, shares and comments Twitter – With 398k followers we are the most followed luxury fashion retailer .Tweeting live from the HQ of NET-A-PORTER we give our followers updates on, hot new pieces, exclusive competitions, front row photos, staff style and more YouTube – We currently have over 3m video views on YouTube and this grows with every video we post. Our archive of videos (560) features exclusive content from designer interviews, runway shows and coverage from key events Fashion Fix - Our blog has 60k average monthly page views and 6k unique visitors. It is also used to power the ‘news’ section of our iPhone and Android app which has over 727k downloads . It now also powers the editorial content of the new iPad app. The blog recently received a makeover so that content was easier to discover and navigate Tumblr – Our Tumblr page currently has 10k followers and recently received a makeover. It hosts all our images from Fashion Week, events, photos around the office and more Instagram – Our Instagram account has 223k followers. A mixture of exclusive images and our ‘Shoe of the Day’ have created a heavily engaged audience who have produced some amazing fan generated images (e.g. #whatsinside) Google+ - Since we started actively posting on Google+ in June 2012 our audience has grown to 593k people adding our page to their circles. This exciting new social media platform allows us to interact with a different audience is a new way Pinterest – With over 22k followers we pin our style inspiration on the content sharing platform Spotify – Every Monday we tap into the social media conversation surrounding #musicmonday and create NET-A-PLAYLISTs for our community. John Taylor from Duran Duran recently curated a playlist for us and we are also about to start writing music reviews Foursquare – We use this platform to ‘check-in’ at on-brand events/parties/venues during fashion week to build a lifestyle around NET-A-PORTER and educate our community about

WWE on Instagram

Produced by: WWE

With more than 260 million combined social media followers across 11 social networks, WWE's social media footprint gives our fans in-depth coverage of WWE's events around the world, including six hours of "no rerun" television each week. The WWE Instagram channel has a unique role in our social media plan, giving our fans a "behind the curtain" look at their favorite WWE Superstars and Divas, experiencing candid or personal moments. STRATEGY The WWE Instagram channel has a unique role in our social media plan, giving our fans a "behind the curtain" look at their favorite WWE Superstars and Divas, experiencing candid or personal moments. Open only 16 months, WWE's Instagram channel has seen aggressive growth in following in a short time, with more than 620,000 followers getting exclusive photos and videos from their favorite Superstars. STATISTICS With more than 18.6 million likes received and 600,000 comments recorded on the WWE Instagram channel, WWE averages more than 20,000 engagements per photo/video posted. WWE's engagement on Instagram has helped WWE achieve a perfect 99 Klout score rating -- one of only eight brands to rank as such. Also, WWE's Instagram engagement helps rank the company in the Top 10 Most Social Brands in the world on the Dachis Group's Social Business Index. INSTAGRAM SAMPLES

General Electric Instagram

Produced by: GE Instagram

GE is a 120-year old multi-national company that designs and builds airplane engines, power turbines, locomotives, and molecular imaging equipment. Every single day, those products are used by people all over the world. GE uses social media to share its story and engage their global audience. Instagram has become the hub of our visual storytelling and is a way to connect with our followers in a new way. Generating content for Instagram has become a key priority for GE in the past year. In 2013, the brand has planned photo shoots on location at several of the most innovative facilities in the world specifically to produce high quality content. These shoots give their loyal followers never-before-seen access that few people have. These photo shoots took place in locations like the GE Aviation Engine Testing Center in Winnipeg, Canada, CSX Intermodal’s Northwest Ohio Facility in North Baltimore, Ohio, and GE Transportation’s Manufacturing Facility in Fort Worth, Texas. They also took their fans to get a first hand look at two of the most important Airshow’s in the world, in Dubai and Paris, where GE gets to unveil and show off some of their most cutting edge aviation technology. GE takes their fans all over the world and immerses their followers in the beauty of innovation. GE has been a first-mover on Instagram since the day they uploaded their first photo on May 19, 2011. The brand is constantly finding new ways to do things differently and connect with their community in new ways. GE runs groundbreaking activations to reward their fans, including contests to find fresh talent as well as inviting fans to facilities to see them first hand. They’re also part of the small group of Instagram’s brand partners allowing them to be one of the first to share videos and to run a paid promotion behind a photo. On November 22, 2011 GE launched a contest to find their next ‘Instagrapher.’ The winner of the contest would become the next official GE Instagram photographer and would be flown to the UK to photograph the GE Aviation facility in Wales. The search allowed GE to engage and reward their followers, while also finding a great new photographer. Over 4,000 photos were submitted using the hashtag #GEInspiredMe. The winner, Adam Senatori, has gone on to work on multiple GE shoots and his following has increased by 680,000 since winning the contest. Most recently, GE created and managed the first InstaWalk ever hosted by a brand on September 20, 2013. Six influential Instagram photographers and six GE super fans were invited to an aviation facility in Peebles, OH. To find the super fans, the brand ran a contest on Instagram generating over 200 entries who had to explain why they are the biggest #AVGeek ever, a term many of our loyal fans associate themselves with. The influencers included notable Jessica Zollman, Michael O’Neal, Chris Ozer, Cole Rise, Dan Cole and Adam Senatori, all of whom have a reach totaling over 3.3 million. The group of super fans and influencers were given unprecedented access to the facility and the result was a real-time tour of one of the world's most advanced jet engine test centers, as seen through the eyes of Instagram's best photographers and most avid fans of GE Aviation. Highlights of the campaign included over 200,000 social engagements across #GEInstaWalk posts, several photos featured on Instagram’s most popular page, 3.8 million unique viewers and over 3,000 new followers to the GE account - all accomplished with no paid media support. The first GE InstaWalk was just the beginning. The campaign was so successful, we’re planning two more for 2014 as well as more photo shoots to capture new GE content in amazing places. GE will keep bringing their fans behind the scenes to the most innovative facilities all over the world, continuing to do the unexpected and adding value on a channel that really fosters those behaviors.

Dictionary.com: Instragram

Produced by: Dictionary.com

Dictionary.com’s Instagram feed inspires everyone to learn a new word each day with our Word of the Day images. With stylized text, a definition and example sentences, our Word of the Day posts have attracted a vibrant community of highly engaged word lovers. We aim to interact with our followers on a daily basis through answering their questions and discussing the fun and complex nuances of the English language. Additionally, our community is encouraged to share their own photographic representations of our Words of the Day by using #Dictionarycom and #WordoftheDay. Our Instagram feed serves as a destination for learning and discussion, in addition to offering everyone the opportunity to expand their vocabulary every day! Since launching 3 months ago, we have gained more than 9,000 followers, received over 32,000 likes and 1,000 comments. This exponential growth is due to our interesting and engaging content and our devotion to communicating with our followers. Our Instagram feed not only teaches users something new every day, but gives them a space to interact with each other and develop a conversation about language.

GoPro

Produced by: GoPro

GoPro, maker of the world's most versatile camera and generator of some of today's most engaging content, had a brand marketing vision to empower a generation of consumers and professional producers alike to capture, create & share their unique GoPro perspectives with the world. In 2009, the company leveraged the introduction of its GoPro HD HERO cameras as a launchpad for this social strategy, building an always-on, shareable content distribution network. GoPro’s social ecosystem, comprised of branded social media channels and TV campaigns, and powered by its customers & viewer audiences, was designed to drive engaged awareness, intent & sales of GoPro products and lay the groundwork for a future content distribution network. As a differentiation from most companies whose branded social media marketing campaigns typically include seasonal or temporarily relevant creative messages, GoPro took a distinctly different approach, creating a series of always-on campaigns, each focused on different customer segment, to fuel a virtuous cycle of content capture, creation, & sharing. The company tapped into its customers to drive awareness of GoPro by entertaining a growing audience of potential customers with engaging, immersive and aspirational stories. Today, these always-on social media campaigns remain the backbone of GoPro's online consumer brand marketing, customer engagement and retention, and emerging content distribution strategies. More importantly, the strategy has enabled GoPro to develop a social community that is one of the most engaged in the world and established the company as a leader in leveraging social media as an integrated marketing platform to drive growth rather than a medium to support seasonal and temporary campaigns. Campaigns: Everything We Make Sweepstakes Photo & Video of the Day You in HD Video & TV Distribution From the beginning, a key component to GoPro's strategy for marketing revolved around driving word-of-mouth by showcasing customer enthusiasm for the brand through content marketing programs. A few core aspects of the strategy included: customer content distribution, customer recognition, always-on, shareable engagement & the opportunity to win. Each day, GoPro recognizes & rewards several consumers through content contests. GoPro footage from the winner is featured in online programming and distributed to global audiences on GoPro.com, Youtube, Facebook, Twitter, Google+ & Instagram. Once selected, content winners also qualify for licensing opportunities to be featured in GoPro marketing & content distribution programs beyond social media where monetary incentives are offered such as Print Advertising, TV Ads and Content Distribution Licensing. In addition to its content-driven daily programming, GoPro also established a much-lauded daily product sweepstakes to drive additional engagement for current customers and potential GoPro users. To bring this dual contest and promotion strategy to life, GoPro's founder & CEO, Nick Woodman, designed several simple campaign platforms: Everything We Make - for people who did not yet own a GoPro but wanted a chance to win one, a daily sweepstakes was created whereby each day, a randomly selected winner received 1 of every product made by GoPro. Winners are announced daily in GoPro's social media programming - Everything We Make. Today, tens of thousands of people enter the sweepstakes on GoPro.com each day, with many entrants entering every day for weeks, fueling increased word of mouth, brand interest, & lead generation. Photo & Video of the Day - for customers who regularly shared their best photos & videos with GoPro in social media, reward the top producers by showcasing their work to our online audiences through our daily social media programming across each online marketing channel: Facebook.com/GoPro, Twitter.com/GoPro, Instagram.com/GoPro, GoPro.com, GoPro App - Photo of the Day & Video of the Day. Today, hundreds of customers submit their best photos & videos to GoPro.com for a chance to be featured in online programming. These entrants also qualify for selection to be featured in other GoPro marketing assets such as general online 'share programming', print ads, billboards, & product packaging. Video Distribution & TV - for customers who capture truly awe-inspiring moments with their GoPro cameras, GoPro offers the opportunity to be featured in video distribution through our Youtube channel, TV advertising, & other video distribution channels such as Virgin America & Xbox. Nearly all of GoPro's Youtube videos are either produced by customers themselves and licensed by GoPro, or produced in collaborations between customers, sponsored athletes & GoPro media production teams. RESULTS: Every day, GoPro's online audience grows by thousands of new subscribers and the customer-centric content programming receives extremely high engagement. Additionally, incredible brand enthusiasm fuels a virtuous cycle of content sharing and drives camera sales. These combined successes make GoPro one of the most-admired consumer brands for its social media strategy and ongoing community engagement. As of 2/7/2014: Everything We Make Entries = 40K+ / day GoPro.com Visits = 300K+ / day GoPro.com Customer Photo & Video Submissions = 150+ / day Facebook Fans =7M+, and growing by 2000 / day Youtube Subscribers = 1.6M+, and growing by 2000 / day Youtube Views = 400M+, and growing by 500K+ / day Instagram Followers = 1.6M+, and growing by 25K / day

@girlshbo Instagram

Produced by: HBO

One of the Top 10 Most Shared Brands on the platform, according to Adweek, the Girls Instagram profile has developed into a social currency inherent to the digital and overall marketing presence of the series. We have curated a presence for the show on Instagram since its launch, and Instagram remains a key source for fans of the show to engage with their favorite characters, themes and episodes year-round. To build anticipation for Girls Season 3, we employed the new video feature of Instagram to seed out exclusive content to fans. Launching the Season 3 campaign with an Instagram-themed “In Production” clip shared on Instagram and on HBO, we continued fanning the flame with a 15-second teaser trailer that the show’s creator and star Lena Dunham shared to her profile. The consumer reaction and positive press attention from the likes of Mashable and Refinery 29 driven from this clip alone helped us surpass 1.5 million YouTube views on the trailer’s digital release —just in the 3 days leading into its on-air premiere. The Girls fans are never satiated, and the video offerings continued through the season 3 tune-in campaign. We gave fans an unprecedented look behind the scenes of the poster shoot, and to round out 2013, introduced a fun and topical Instagram-only video series starring Lena Dunham. Girls’ nearly 200,000-strong following on Instagram makes it one of the pre-eminent brands on the platform. We drove tune in for 2013’s Season 2 with Sunday-night posts of the most Girls-awkward or iconic moments, and kept fans eager for the new season with similar content during hiatus. Timely content relating to the series and pop culture and fond holiday greetings remain fan-favorite content pieces that delight and surprise followers regularly. This season, we chose to double down on creating content for our thriving community. Launching our campaign to the largest possible audience, we simultaneously fed the HBO’s Sunday night viewers and the Girls Instagram profile with a first peek at Season 3 footage -- using nothing other than Instagram-inspired creative. Having received the aforementioned recognition as a top-shared brand on Instagram from Adweek, we moved on to the next tactic in our Season 3 campaign: the official trailer release. Targeting the Girls superfan evangelists, we employed Lena Dunham’s Instagram profile as the venue for a 15-second mini-trailer that teased what was to come when the full trailer was released days later. Gaining nearly 50,000 likes, the teaser was praised by Mashable as having “prov[en] the storytelling potential of Instagram's 6-month-old video feature,” where Vulture asserted that it “might be short, but it still has everything we need to get jazzed for season three.” The early digital release drove major press buzz, with the @NylonMag Twitter handle declaring “OMG: The season 3 trailer of @girlsHBO is heeeere!!! Best Friday ever?!” To keep buzz going between the trailer release and the early 2014 season premiere, we kept the momentum going with exclusive video from behind-the-scenes of the Season 3 poster shoot. Saying goodbye to 2013 with a bang, we premiered our first installment of a brand-new Instagram content series on New Year’s Eve. In Lena On Hannah On, Lena Dunham shares what Hannah would think about a variety of topical subjects. The first piece, which shared Hannah’s take on New Year’s Eve festivities, left fans with something to look forward to in 2014 – more Instagram content from their favorite Girls.

@gameofthrones Instagram

Produced by: HBO

Leading into its third season, Game of Thrones was poised to make the leap from popular television show to global sensation. To fuel this and help broaden the audience, HBO devised an innovative strategy to bring Game of Thrones to the popular social platform, Instagram, in a new and unexpected way. From the fantasy world of Westeros to the filtered world of Instagram, HBO took a focused approach to the platform which differentiated the profile from all other Game of Thrones content on the web. Enjoyable images featuring the pocket-sized Game of Thrones Funko figurines in unexpected situations broke through the clutter and appealed to the platform’s young demographic. Key scene reenactments, digital platforms promotions, and “GoT IRL” photos gave the profile a unique voice and helped promote the series to the mainstream. Social activations with cast members holding their Funko counterpart at offline events such as red carpet premieres and Comic-con incentivized thousands of “double-taps” from fans who followed along. Since launching in March 2013, the profile grew to over 132k followers and garnered over 500k likes. The Funkos traveled across the country and posed with beloved cast members such as Peter Dinklage, Emilia Clarke and Kit Harington. Content popped the zeitgeist such as the Lord Renly marriage equality photo, which received positive coverage from Huffington Post. The profile also came to life at Comic-con where fans were invited to participate in a “caption-this scene” contest featuring the Funkos. Additionally, fans flocked to stores to create their own “little Westeros” moments and over 200k Game of Thrones Funko Figurines have been purchased domestically and internationally to date. Game of Thrones’ Instagram strategy exemplified a unique approach to the platform that no other entertainment entity has ever taken before. It provided a fresh and fun way to engage the broader fan base and play upon pop-culture. These enjoyable images surprised and delighted users of the platform and helped grow the audience, cementing Game of Thrones’ position as a cultural phenomenon.

Old Spice - Instagram

Produced by: Wieden+Kennedy

We tell the parodied story of Old Spice in real-world situations that provide entertaining escapes from, er… real-world situations.Smellstagram hasn't been invented, so we tell the unique story of freshness through hilarious images on Instagram. The explosive growth of the platform among our target audience makes it a perfect place for us to set up camp, stoke the fire and offer manly yet entertaining fairy tales of bears in the woods, personal jet skis and family togetherness. In short… man stuff.