@TakashimayaSG IG Launch – 2400 Followers in 30 days
@TakashimayaSG IG Launch – 2400 Followers in 30 days
The first stumbling block for most businesses when starting an Instagram account is not getting enough followers — fast.
Hence, to quickly build up the presence of Takashimaya Department Store on Instagram, we proposed a tactical approach to bring their Facebook’s fans over. Takashimaya has a strong follower count of 49,252 on Facebook as of 31 Oct 2017. Therefore, we recommended leveraging on that base to boost the Instagram account.
We proposed to do so by running an Instagram launch campaign and promoting it on Facebook. Using the grid layout of Instagram, we created different levels of achievement — resembling the 6 floors of Takashimaya Department Store.
At each level, a certain follower count has to be reached (or achieved) in order to unlock the next level. To boost participation, we rewarded 5 followers with $30 Takashimaya Gift Vouchers at each level. And at the final level, we prepared a $100 Takashimaya Gift Voucher as the grand prize for one lucky follower.
For example, in the first row, we featured Tai Cheong Bakery and Tiptree Patisserie which can both be found at B2, Food Department of Takashimaya Department Store.
Column 1: The posts in the first column explained to our followers what is this achievement challenge about and how they can participate in it. To unlock the next level, a certain follower count has to be reached.
Column 2 & 3: The posts in these two columns featured the different kinds of products that can be found in Takashimaya Department Store on the respective levels.
Promotion Strategy
To attract followers from Facebook to Instagram, the IG launch campaign was promoted on Takashimaya Department Store’ Facebook Page – https://www.facebook.com/takashimayasg/.
We’re proud to announce that we have launched our Instagram (@takashimayasg)! Head to our Instagram page now (@…
Posted by Takashimaya Department Store on Tuesday, 10 October 2017
In the post, we announced the launch of the Instagram account (@takashimayasg) and prompted fans to head over to participate in our challenge to win Takashimaya Gift vouchers.
Ad Buy Strategy
The campaign was also promoted through Instagram sponsored ads to amplify the reach of the launch campaign. The ads were targeted at Instagram users who are interested in Takashimaya Department Store – as they are the ones that are most likely to interact with the campaign and follow Takashimaya Department Store’s IG account.
For the product posts (column 2 & 3), we adjusted the targeting of the ads based on the products featured, to optimise the engagement rate and ad performance. For example:
Location: Singapore
Age: 23 – 49
Gender: All
Language: English
Interest in Egg Tarts or Tarts.
Also matches: Interest in Takashimaya
Campaign Performance
The campaign ran for a month, from 11th October 2017 to 7th November 2017. Within the month, we achieved an absolute growth of 2,332 followers. There were a total of 18 campaign posts, and we achieved a commendable average organic engagement rate of 14.09%.
Organic Unique Reach
0
people reached onlineNo. of Posts
0
postsOrganic Post Engagement
0
people reached onlineAvg Organic Engagement Rate (%)
0
percentKey Takeaways
- When launching a new Instagram account for your business, always look to your Facebook account first and consider porting over the followers from FB to IG. It helps when you have a large following on Facebook.
- Look to creating campaigns that require hitting certain follower counts as this would prompt users to tag their friends and increase the count sooner.
- Depending on budget, always reward followers. This would entice them to take part as it creates a possibility to win something out of following.
- Create engaging and consistent visuals that would constantly reinforce the brand’s identity throughout the campaign period.
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