case study: instagram, presented by lauren salazar
TRANSCRIPT
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Case study: Instagram
LAUREN SALAZARWEIGHT WATCHERS
January 26, 2016
Case Study: Instagram
Lauren Salazar
Director, Social Media
I?AMWHO
• On Instagram Since 2012
• 305,000 Followers
• 800 pieces of content to date
• Our strategy is one part US, two parts THEM
• We have a lot of NEW stuff this year
• Measurement and Media Plansare on my other laptop.
You Need To Know Before I Start
today’s
• Photo & Video Best Practices
• Leveraging UGC
• Influencer & Celebrity Integration
• Experiential on Instagram
make a video
Why It Works
1.Simple
2.Seasonal
3.Sound off
make a video
Point lift in Ad Recall,
3x platform benchmark
+29
Higher VideoCompletion Rates
36%
Significant lift inPurchase
Consideration
if something works, do it
get to sell
what’s not working
celebrate when
sometimes = big difference
your community is a
practice
let others you
shine a spotlight on
shine a spotlight on
shine a spotlight on
shine a spotlight on
take your to shine
Views in 24 hourperiod
~2MM
Exceeded platform engagement benchmarks
turn event setups into Instagram
Seven Sacred Lessons of Instagram
1. Build For Sound-Off, Swipe Through
2. Find Your Formula and Work It
3. It’s All About Perspective
4. Regram and Replicate, Repeat
5. Give Up Control
6. Bet Big on Big Moments
7. Make Experiences ‘Grammable
Learn more about past andupcoming events
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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016