{"id":29661,"date":"2013-08-29T22:15:18","date_gmt":"2013-08-29T21:15:18","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=29661"},"modified":"2014-04-03T12:45:11","modified_gmt":"2014-04-03T11:45:11","slug":"instagram-marketing-whos-well","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/social-media-marketing\/instagram-marketing-whos-well\/","title":{"rendered":"Instagram marketing examples"},"content":{"rendered":"

Which brands are using Instagram effectively?<\/h3>\n

Instagram and advertising. It seems to be causing quite the stir as the Instagram user-base has already made it clear that they don\u2019t want to see the platform commercialised by Zuckerberg. For example, late 2012 saw Instagram\u2019s terms of service change and then change back when users objected to the possibility that their photos would be used in ads.<\/p>\n

Brands just need some imagination<\/h3>\n

Whereas Zuckerberg may struggle to easily monetise his Billion Dollar investment, the reality for brands is that they don\u2019t need to wait for advertising to gain exposure in Instagram, they need some imagination. There are a number of brands doing this already and surprisingly, Instagram users seem to love them for it.<\/p>\n

A number of brands have adapted well to the nature of Instagram and its users, appreciating that \u2018exposure\u2019 comes with adding value to the Instagram community, not trying to interrupt it. Companies like Nike, Mercedes Benz, Red Bull, Converse and Ford have all conducted one or more campaigns with users. Corporate interest in working with the best \u00a0photographers on Instagram has even seen an agency create a department<\/a> to focus on facilitating just that. Maybe this starts to show how Instagram can generate income for itself, its users and also corporate clients?<\/p>\n

So who\u2019s doing a good job and can provide us a little inspiration? Here are three to help get you thinking and one to show when response and reaction gets flat - if you\u2019ve seen better examples then please share in the comments, I'd personally love to know more\u2026<\/p>\n

Nike - PhotoiD<\/h3>\n

\"nike-photoid\"Nike recently began inviting users of the popular photo sharing site to take part in its NikeiD campaign, which lets users design, share and (should they wish) even purchase customized versions of Nike footwear.
\nThe web application<\/a> enables Instagram users to select their favourite Instagram shot as a background for the Nike Air Max model of their choice, the shoe is then customised based on the colours in the photo. Users can elect to share the shot over Instagram, Facebook and Twitter, as well as via browse the designs of other Instagram users. It\u2019s admittedly not world breaking, but does demonstrate that it doesn\u2019t need to be complicated either. Wondering if it\u2019s worth it? Nike has amassed more than one million followers and more than six million photos with the tag #Nike on Instagram, that makes Instagram a useful platform for the brand, no question.<\/p>\n

Red Bull (USA) - Share Your Wings<\/h3>\n

Undoubtedly a force in the social media, let alone marketing, world \u2013 and famed for having their own media arm producing cinematic and simple engaging content largely focused on extreme sports. Red Bull is now working in Instagram, posting their own images as well as source user-generated content from their fan base.<\/p>\n

\"red<\/p>\n

Red Bull naturally uses multiple hashtags that represent different types of content, such as #FlyingFridays, #GivesYouWings and now #shareyourwings. Red Bull also created a campaign hub<\/a>, enabling fans to share Instagram photographs via the #shareyourwings hashtag across Twitter, Faceook and Tumblr in exchange for free products, which is what makes this interesting. User behaviour that drives brand footprint gets recognised and rewarded, neat?<\/p>\n

Mercedes Benz - Take the Wheel<\/h3>\n

\"mbusa\"My favourite, and the most recent that I\u2019ve seen is Mercedes-Benz USA (@mbusa<\/a>) - they\u2019ve commissioned five top Instagram photographers<\/a> (each with circa 500,000 followers each) to spend a week driving the brands newest and affordable luxury car, the CLA. The Instagram user with the most likes at the end of their week with the the car gets to keep it for three whole years. In addition to this, a sixth Instagram user will also be selected to take and photograph a similar trip starting early September.<\/p>\n