Fashion is one of the most represented industries on Instagram. Consequently, the campaigns led by fashion brands on the photo app are numerous, and often instructive.
Impressive numbers of followers can be seen in official accounts like @burberry, @gucci, @louisvuitton, @dolcegabbanaofficial, @tiffanyandco. Last but not least, @louboutinworld, just passed 1 Million followers.
Among these, @michaelkors know how to play the Insta-game and just showed it with a quick and efficient contest specially organized for Valentine’s Day. #FallingInLoveWith was an Instagram-only contest where fans could share photos of products they liked.
The social media team at Michael Kors distilled their promotions of the contest over time, and between their social media channels.
The brand first used the hashtag on February 3 on Instagram, without mentioning any kind of contest. However, a few days later, the fan’s participation on the Hashtag skyrocketed when Michael Kors communicated about the contest on their Facebook Page, with a clear Call to Action (even though no reward was guaranteed…):
A few days later, on February 17, they advertised the contest again, this time via Twitter:
— Michael Kors(@MichaelKors) February 17, 2013
This graph shows the impact of each posts on the number of photos shared with #FallingInLoveWith during the contest’s period:
Submissions were both displayed on a mini site, and via a Pinboard on the Official Pinterest page. Publishing the best submission on the web is a strategy often used by brands to make their contests more sustainable over time. Here, the submissions stopped a few days after the official deadline, but the content generated by the fans is still accessible through these two channels.
This contest is a perfect example of how brands should use other networks to boost their Instagram activity and campaigns. Do you think Michael Kors could have done more? We’d love to know your opinion.