These 4 Brands Credit Instagram For Their Success

In the era where Instagrammability is influencing marketing and more, some brands are crediting the visual platform for all their success (some without spending a dime on traditional marketing)…

It’s the era of the Unicorn Frappuccino, when food, places, products, even colors have the potential to become viral phenomena—and moneymakers—thanks to the power of the perfect social media shot. As we explored in our recent Instagrammability trend, the perfect social media image has become a currency for brands, and finding the perfectly picturesque is a rising motivator for young consumers, influencing the places they visit and the brands that they buy. Now brands are facilitating Instagrammable moments, with events, products, and campaigns focused on providing the best post possible. Over half of 13-34-year-olds tell us that they like it when brands create things designed to be shared on social media, and some brands are actually crediting the platform for their success.

Take Birchbox. The subscription brand powers sales through social media, in part because their products are optimized for social media, where they can take on a life of their own. Birchbox UK’s Managing Director explains, “We have a beautiful box design every month and that’s about what’s going to be Instagrammable—What is she going to be proud to display on her feed?” Scroll through the almost half a million Instagram posts under the #birchbox hashtag, and it’s clear this attention to share-able details is paying off. Shoppers share their new box designs, and even show off their stacks of collected boxes, and comments from followers on Birchbox posts are as often about the box design as they are about the contents. They’re not the only brand that has learned to optimize social—specifically Instagram—to spark sales. Here…

 
 

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Quote of the Day: “Being famous is overrated. I would be more happy [sic] being locally known for the good I do in the world in a popular way but not for the wrong reasons.”—Female, 16, UT

Minecraft is being used to get kids interested in reading actual, real books. Litcraft recreates the world of a book as an interactive Minecraft map, adding “educational tasks” throughout. Treasure Island was the first completed world, followed by Kensuke's Kingdom, while The Lord of the Flies and Dante’s Inferno are in the works. Trials at U.K. schools are being met with “an enthusiastic response,” so Litcraft is eyeing a larger rollout. (The Guardian)

Nordstrom is stocking up on Instafamous brands like Allbirds, Everlane, and Reformation. The company announced that “strategic” brands account for about 40% of their current revenue and that’s expected to rise. While they benefit from indie brands’ popularity with young consumers, the direct-to-consumer brands are getting an expanded physical footprint, too. In the case of Reformation, Nordstrom explains that they “can bring sustainable fashion to a new (and much bigger) group of customers and closets.” (Business Insider)

A baseball team struck out with their “Millennial Night” promotion, putting Twitter in an uproar. We’ve warned brands that making fun of Millennials is not the way to get earn their spending power, and minor league baseball’s Montgomery Biscuits learned the lesson first-hand. Their “Millennial Night” offered participation ribbons, selfie stations, napping areas, and “lots of avocados,” while playing into stereotypes about Millennials being lazy. A Biscuits exec explains that “Something got lost in the sarcasm,” but instead of offering an apology, they doubled down with another cutting tweet. (AdweekInc.)

Nearly half of Millennials think that “their credit scores are holding them back.” OppLoans found that 27% of 18-34-year-olds haven’t been approved for a new car because of their credit while 25% have been declined for an apartment or house. Debt, a top financial concern for Millennials, is partly to blame: 15% said that their debt “is unmanageable.” Education could help dig them out of the hole, as 24% feel they’ve never learned how to build good credit. (Moneyish)

Baby Einstein is growing up for Millennial parents with a new mission and campaign. Their “Ignite a Curious Mind” effort goes after parents, not kids, with short spots that encourage curiosity. They’re also working on new toys, moving beyond their “sweet spot” of zero to 12 months for toddlers. Baby Einstein’s parent company, Kids II is also planning on reworking other brands, like Bright Starts and Ingenuity. (Ad Age)

Quote of the Day: “[American Eagle Outfitters’] clothes are generally what I wear and are my style. They're comfortable and affordable. They do not do a great deal of vanity sizing and offer something for guys and girls of every size.”—Female, 23, GA

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