The Impact of Instagram on the Orthodoxies of Traditional Branding
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OGILVY—JANUARY 2019 Insta- branding The impact of Instagram on the orthodoxies of traditional branding By Antonis Kocheilas 1 Are the most popular brands different than before? Is that causing us to question the traditional rules of branding? 4 7 What we know … The goal: We sell, or else. Define your positioning: The most important decision is how to position your product. Know your consumer: The consumer is not a moron. It is your wife. Brand image: Every advertisement must contribute to the complex symbol which is the brand image. The product is hero: Torture the product until it confesses all its virtues. Tone of voice: Most manufacturers want to be all things to all people, and they end up with a brand which has no personality. Layout: An ugly layout suggests an ugly product. There are few products which do not benefit from being given a first-class ticket. 8 9 “Insta-branding” refers less to how these brands become popular and more to why they became popular — their nature is determined by social forces that govern how people make decisions. 10 11 A BETTER MOUSE- TRAP, OR SIMPLY BETTER BAIT? Today’s most talked-about brands are redefining the traditional rules of marketing and advertising. In a world previously dominated by giants like P&G and Unilever, smaller brands are now being born and raised online, and they are taking on the big guys. With tools like Instagram at hand, brands are now able to connect directly with their consumers, leveling the playing field for all. 12 13 BRANDS AND 80% 71% 75% + INSTAGRAM: BY of Instagram users of brands have of Instagram users THE NUMBERS* voluntarily connect accounts on are more likely to with a brand on Instagram take action when Instagram they follow a brand 72% 150m+ 1/3 of Instagram people per of direct messages users have made month have a start through a purchase after conversation with Instagram stories seeing an item a business through featured on the direct message platform 10x F 54x P 84x T the number of the number of the number of people engage people engage people engage with brands on with brands on with brands on Instagram than on Instagram than on Instagram than on *References: Adweek, Brandwatch, Instagram. Facebook Pinterest Twitter 14 15 CONTENTS Case Studies 19-71 Glossier 19-23 Kylie 25-29 Lush 31-35 goop 37-41 Fashion Nova 43-47 GoPro 49-53 Outdoor Voices 55-59 61-65 SoulCycle 67-71 Tasty 73-83 Takeaways Case Studies CASE Glossier STUDIES 18 19 Case Studies Glossier “What we’re seeing through social media is the democratization of Glossier is the brand that all the other beauty and skincare brands are watching. That was always founder the beauty industry. The and CEO Emily Weiss's plan. Weiss converted her blog, Into the Gloss, into a brand, Glossier, in 2014. customer is becoming the Glossier didn’t have a marketing team until a year into its existence. It was Instagram—and the brand’s marketer. She’s electing engaged followers—that made it such a success. which brands win by posting Weiss was able to turn her readers into followers and followers into Glossier brand evangelists. The two main what she’s using on social things that set Glossier apart are its brand identity and its control of the digital community. This has led to the media – whether she has 200 rapid growth of its products. The Glossier team insist that this is mostly organic. Customers sharing with followers, 2,000 or 2 million. other customers is a key part of the business model. The brand expertly took advantage of this, using Instagram Your opinion as a woman in as a primary communication tool with customers and as a platform for product launches. beauty has never been more valuable.” —Emily Weiss, Glossier CEO and Founder 20 21 Case Studies Case Studies Glossier Glossier vs. FROM Estée Lauder ASPIRATIONAL BEAUTY TO PURSUIT OF BEST SELF 01—Glossier’s positioning 03—Glossier has a “two-way Similarities Differences statement is “Skin First. conversation” with the user • Both brands are selling their • Glossier is catering to Makeup Second. Smile community. Glossier invited idea of beauty. millennial buyers. Anti- Always.” about 100 of its top customers • Both brands carry skincare wrinkle creams are out, to be part of a group Slack and makeup products. highlighters and contouring channel. They exchange over 02—Glossier founder and products are in. 1,100 messages every week. • Both brands have influential CEO Emily Weiss blogged businesswoman founders. • Glossier sells a small line of before she went to work at products that are released Vogue, where she was a fashion 04—The US flagship, a slowly and sell out quickly. assistant. Within a year, ad penthouse in New York, • Glossier campaigns include sales generated by her website generates more sales per photos that look like ones allowed her to quit her day job. square foot than the average your friends would take Apple store. (usually shot with an iPhone). • Glossier’s campaign images feature genuine fans of all shapes, sizes, races and ages. 22 23 Case Studies Kylie 24 25 Case Studies Kylie “Let’s be real: Despite the democratic nature of social media, it’s unlikely for a designer to go from total obscurity to Instagram success overnight. A common Growing up on a reality TV show, and as part of one of the most widely recognized families in the world, thread for many of the Kylie Jenner was already positioned to have eyes on her every move. Leveraging her massive following on social media, Kylie had a well-defined target market 'Instagram brand' founders before she even started her cosmetics line. Her loyal audience is a part of her continued success. She I spoke with was that they regularly posts content on her social channels, sharing which shades of lipstick she is wearing and which new already had strong personal products she is releasing, generating demand without traditional advertising. followings, and/or friends with large followings.” —Dhani Mau, Fashionista Editor 26 27 Case Studies Case Studies Kylie Kylie vs. FROM DRUGSTORE Covergirl BEAUTY FOR THE EVERYDAY GIRL TO CELEBRITY STATUS AND SOLD OUT IN SECONDS 01—Kylie started her company 03—Kylie started and grew Similarities Differences after tabloids outed her for the company through her • Both leverage celebrities • While Covergirl and other getting lip injections. She took preexisting social media as the famous faces of their cosmetics lines feature advantage of the PR to release presence. She could drive sales brands. campaigns with celebrity her lip liners and glosses, or release a product simply by • Both are somewhat spokespeople, Kylie is the claiming that they were what posting an Instagram story, aspirational and position main face of the brand and made her lips look bigger. which averaged 10 million their products as a way for the founder. views. women to look better. • Kylie leverages her Instagram 02—Kylie recognized the following as the main source younger demographic that 04—With success from Kylie of attention. followed her compared to Cosmetics, along with other • Kylie has a more streamlined her older sisters like Kim. She partnerships, Kylie is set to product line. leveraged her massive social be the youngest self-made • The scarcity and aspirational following to identify exactly billionaire by age 21. nature of Kylie Cosmetics who her target audience was. make it a more premium brand. 28 29 Case Studies Lush 30 31 Case Studies Lush “We don’t advertise above or below the line. We don’t spend money on TV campaigns, on celebrity endorsements. We don’t promote Since its inception, Lush has prided itself on ethical principles, organic ingredients and charitable social media posts. So everything we endeavors. This has allowed the company to build do is organic. Every Facebook post is a loyal following and not rely on traditional media advertising. Lush’s internal growth strategy starts organic. We have no budget to push by creating brand advocates with its in-store staff. behind it. People like to take pictures The staff is extremely knowledgeable and strongly encourages trial with sampling. However, Lush of [our products] in their shower. doesn’t just rely on foot traffic to grow its strategically- We get lots of nude butts … shared. located stores. It engages heavily outside the store. A big reason behind its success is a focus on People love it. Bums make impact. It building relationships with its audience. By talking creates an opportunity for creativity. to customers on Twitter, Instagram and Facebook, Lush maintains a continual cycle of conversation and And it means that we invest in things engagement. that are more important, like our ingredients and our supply chain and where we source things from. And our people.” —Natasha Ritz, Brand Communications Manager at Lush 32 33 Case Studies Case Studies Lush Lush vs. FROM Neutrogena DERMATOLOGIST APPROVED TO NATURE PROVIDED 01—YouTube has become 03—Lush practices what it Similarities Differences one of Lush’s most effective preaches, giving 100% of • Both brands have the goal of • Lush is based on all-natural marketing channels. There the proceeds from various improving skin. ingredients. are over a thousand unboxing products to multiple • Both try to appeal to the • Neutrogena's claim is videos of Lush products on organizations. everyday woman. "dermatologist approved." YouTube. • Both highlight specific • Lush is dependent on Mother 04—Lush’s staff is highly- product benefits in their Nature. 02— Lush relies on user- trained and informed. Lush messaging. • Neutrogena is accessible generated content.