Below are two case studies of a product promotion on Instagram. Samantha – our bubbly, eco-conscious twenty-something-social writer – details her customer journey from browsing and viewing an advert, all the way through to eventual purchase. Then Rachel showcases a designer furniture store story that she followed. These illustrate how you can use your company Instagram promotion to drive web traffic, newsletter registrations and product sales.
Case Study 1:
The Cultivating Creative:
Creative writing course with Christina Macpherson
Christina Macpherson is an Australian model and writer. During the New Zealand lockdown, every day at 11am she posted half an hour of writing exercises on her Instagram stories, saving them to her Highlights so people could view them again whenever they liked. People could tune in and practice their writing alongside her or come back at a later time. From the success of this, and for the love of writing and sharing, Christina created an online course called ‘The Cultivating Collective.’ She advertised this on Instagram.
Case Study 2:
Scout and Nimble
Scout and Nimble is an affordable designer furnishings and decor company. They are very active on their social media, especially Instagram. Almost every day they post on their Instagram story, showing you not only their product, but how it’s made and why it would be perfect for your home or space.
See below for Rachel’s experience with the brand. What a lot of trouble they went to.
Rachel viewed their story on Instagram, as she was following the brand.
Their story announced the new boucle trend.
Simple graphics illustrated the textural feel of boucle.
The use of tools and text overlays make the graphics interesting.
They’re now actively trying to get you to go to their website.
Note the arrows to “Swiping up” – a handy design trick that draws your eye to the critical action which takes you off Instagram to their website.
At the very end of the blog, there is a photo of the product the blog has focused on, which allows you to click through to the product page and purchase. They also sensibly show other products made of boucle, similar to the one just described.
They invite comment on the blog. Below this, there is a link back to their Instagram, reminding you to follow them. There are finally links to the rest of their website, including their About Page.
I like the clean design of the footer on mobile. I think this was a well thought-out story. They successfully showcased a trend, built engagement, and drew visitors to their website. I admit I didn’t invest in a boucle chair (though I’ve recently had a boucle suit made. Maybe I’ve been influenced subconsciously!) However, I am a brand fan. They don’t mention anywhere where they are based. Delivery was a component that could have received a mention.