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Power point presentation nov 7
Editor's Notes
- Hello, my name is Alexi Harrelson. Today, I will be discussing how two companies successfully used campaigns through Instagram to promote their business.
- The two companies I’ll be focusing on are Sonic Drive-in, an American drive-in fast-food restaurant chain based in Oklahoma City, Oklahoma; and Airbnb, a company that allows you to list your space and book unique accommodations anywhere in the world.
- Instagram is popular for its various pictures of food. Sonic Drive-In used this for their #SquareShakes campaign. The campaign began on April 4, 2016, and featured square-shaped drinks to be sold at the Base Camp of the Coachella Music and Arts Festival. The campaign was noteworthy for its “shop on demand” integration that let consumers choose a milkshake through an ad on Instagram. (https://mediakix.com/blog/instagram-case-study-sonic-squareshakes/)
- Sonic partnered with famous Instagram chef Jacques LaMerde to create a unique product that would engage users while paying homage to Instagram’s old confined-to-a-square format. Sonic integrated “shop on demand,” as previously mentioned. It allowed customers to order their custom shake through the app, and have them hand-delivered. As a method of “payment,” customers simply had to take a picture of the shake and post it to Instagram with the hashtag #SquareShakes.
- The #SquareShakes campaign was a creative way to promote this new product to younger audiences who are highly engaged with social media platforms like Instagram. The campaign was a big success, as well. In addition to generating over 1 thousand comments and 26 thousand likes, the campaign increased Sonic’s follower count from 118 thousand to 129 thousand (an 11 thousand increase).
- In 2016, Airbnb’s #AirbnbExperiences caused a huge buzz as the company expanded to new countries. The campaign led to the company offering its users over 4,000 Experiences, in 50 cities around the world. Posts that relate to the campaign #AirbnbExperiences always focus on the host (or hosts)—talking about their passions, and revealing the who, what, and where of the Experience, while painting a vivid picture that brings about an emotional connection. (https://www.business2community.com/instagram/how-airbnbs-experiences-campaign-took-over-instagram-02131974)
- 77% of Airbnb’s Instagram posts in the fourth quarter of 2016 were user-generated (UGC) images and videos. Airbnb’s UGC Instagram content makes up approximately 75% of their feed and drives 80% of their engagement on the platform. Through the plentiful user-generated content, Airbnb has managed to compete with and takeover larger competitors. It is now the third-largest online accommodation seller.
- Using the #AirbnbExperiences hashtag, the company has built its community and gathered trust by putting people first. The UGC strategy and #AirbnbExperiences campaign has resulted in an increase of 172 thousand followers. The hashtag #AirbnbExperiences has 20,600 Instagram posts and continues to grow.