digitalcasestudy-blog

[digitalcasestudy-blog]

Instagram loves Dove

Dove is a staple within the skincare community. What is a conversation about personal care products, without the mentioning of Dove? It’s been around since the 1990s and the brand has expanded tremendously, thanks to social media. Their vision is to “make beauty a source of confidence” because beauty “is not defined by shape, size, or color.” Dove encourages positive self-esteem with the idea that "real is beautiful". On their website, they discuss their use of real women instead of models in their campaign. They don’t use digital distortion tools for the women featured on their media platforms, and these women are all different sizes, ages, and ethnicities.

Their Instagram is an honest representation of who they are as an organization. They maintain a positive, inspirational tone, their values are present within all of their content, and they maintain productivity by promoting their products in ways that are still genuine to their audience. Dove currently has 527k followers on Instagram and they post about 5 times per week. Their content includes product promotion, influencers, self-care/wellness tips, quotes, campaigns, and dove partners. They also remain up-to-date with what’s going on in the world, currently, their content is centered around COVID-19. They recently did a campaign that immediately went viral, called “Courage is Beautiful”, which showed images of front-line healthcare workers with marks from their masks. Their content comes across as genuine, which is what most audiences, especially theirs, are looking for. They touch upon almost every issue varying from environmental, racial, body image, etc. Their values are about seeing the beauty in all people and being kind, and this is seen within their content.

Dove’s Instagram averages about 1,900 engagements per post, with comments mostly being a reciprocation of their positivity. Their captions are written in a casual and upbeat writing style with emojis and positive hashtags. As a result, followers leave lots of comments about how much they like the products or the actual post, how long they’ve been a loyal customer, and how they find it to be a trusted brand. They also ask questions, answer questions, and even speak about their own personal issues. This shows that Dove’s content effectively communicates a sense of community because people feel welcomed and comfortable with the brand.

Dove is a successful trusted company that has expanded its brand with constant effort, creativity, and positivity on social media, and continues to inspire women all over the world.

Sources: 

https://www.instagram.com/dove/?hl=en

https://www.dove.com/us/en/home.html

https://analisa.io/profile/dove

[digitalcasestudy-blog]

Cotton On: The aussie brand’s aesthetically pleasing Instagram

Cotton On is an Australian retail brand that has over 1500 stores around the world. Who knew? I’m familiar with this brand because of it’s cool casual, hipster clothes that come at amazing prices. Cotton On prides itself on offering quality on-trend fashion to people around the world at affordable prices. They opened their first store in Australia in 1991, expanded to 7 brands, and are now in 18 countries around the world. Their mission is to make a positive difference in people’s lives all around the world. They value “honesty, integrity, and transparency and take a zero-tolerance approach to unethical behavior.” Cotton On’s casual positive style is shown all over their Instagram with posts that model the loved hipster aesthetic.

They currently have 876k followers on Instagram and an average of about 5,379 engagements per post. They post content about 5-6 times per week, most of it is user-generated content. They repost pictures that users have on their pages, link the clothing item that is in the picture, and write their own captions. User-generated content allows their audience to see that they care about them, but also that there are actually people buying their products. Cotton On’s writing style for their account follows the same tone that their brand abides by, casual and positive. They write witty captions, with emojis, and hashtags. Other content includes promotions, product advertising using models or creative images, philanthropic ventures, campaigns, and photoshoots. Their account also goes live frequently and posts to their story. Recently they did an IG live dance party with a popular influencer, which drove people to their account to participate in the activity, a great strategy, especially with the current social distancing.

Cotton On’s audience is mostly the younger generation, millennials, who are interested in fashion and clothing. Most millennials on Instagram have their own aesthetic, which may be why they find Cotton On’s laid-back cool content to be appealing. They comment on the posts with emojis, compliments, and questions and concerns. One of Cotton On’s values listed on their website is “keeping it real”, they “value humility… are resourceful and take a hands-on approach but when necessary, [they] confront the brutal facts”. This is showcased in their engagements with their audience. A lot of people, especially during this world pandemic, are commenting about their orders being late or not being shipped at all and about being unsatisfied with the issue. Cotton On’s social team is quick with responding to every single one of these comments, showing that they appreciate the customers keeping it real and they understand the frustration.

Overall, Cotton On’s Instagram follows the casual style that their brand abides by and continues to post content that fits with their audience style, as well as keep up with their social customer service.

Sources: 

https://www.instagram.com/cottonon/?hl=en

https://cottonongroup.com.au/about-us/

https://analisa.io/profile/cottonon

[digitalcasestudy-blog]

Chipotle’s Instagram Strategy: A Fail

Chipotle has had its fair share of disappointed customers, especially with the food safety issues it has encountered over the years. The values listed on their website convey that they’re committed to staying as far away from these issues as possible. They’re committed to sourcing the best ingredients, having vegetables and meat that come from healthy and clean environments, and cultivating a better world through all of this. However, one of their platforms doesn’t convey these values at all.

Chipotle has 960k followers on Instagram and they average about 39,000 engagements per post. Their casual and entertaining tone on this platform is shown through the content that they post about three times a week. They post Chipotle related memes and user-generated content that is supposed to give their audience a good laugh, or something that they can relate to. People who love Chipotle would find a meme that says “me waiting for the chipotle guy” with a video of an excited dog, to be funny and relatable. What’s ironic about the engagements with these posts, is most people don’t engage with the content. They may receive a lot of likes but people use these posts to comment on their experiences with the company, and unfortunately, a lot of these experiences are negative. Users are mostly speaking about their negative experiences with the food. Although Chipotle’s social team does a great job of providing good customer service by replying to these comments, that’s all they’re really doing to handle the issue. 

They’ve tried to maintain a light-hearted entertaining approach to social media by using memes, which isn't effective, considering a large number of their customers are constantly talking about their negative experiences. They should be posting their own content that provides updates on what the brand is doing to minimize these types of experiences. People are more concerned with the company, and Chipotle’s Instagram strategies aren’t addressing these concerns.

Sources: 

https://www.instagram.com/chipotle/?hl=en

https://analisa.io/profile/chipotle

https://www.chipotle.com/values

[digitalcasestudy-blog]

Etsy on Instagram

When I think of Etsy, I think of it as the marketplace that has everything that I can think of. You can buy a variety of things from dog bed covers to beautiful homemade wedding veils. It’s an organization that serves as a marketplace for entrepreneurs all over the world so that they can sell their products. Their mission is “to keep human connection at the heart of commerce” so they “built a place where creativity lives and thrives because it’s powered by people.” Entrepreneurs can turn to Etsy to turn their ideas into businesses. Etsy’s Instagram embraces the idea that sellers can do what they love and people can buy what they love.

On their Instagram, they post content about twice a day, six days out of the week. These posts consist of different products by different sellers, articles from their blogs, campaigns, company updates, and tons of story highlights. When posting images of products, their writing style is casual and they promote these products by making them personal. In a recent post, they posted a peel and stick wallpaper from an Etsy seller with the caption, “Pretty in pink. Give your space a springtime refresh with this peel and stick wallpaper…”. They maintain a positive, supportive tone by constantly posting different sellers and their products. The images are visually appealing and their story highlights consist of DIY’s, different sellers/products, campaigns, and holiday-related stories. They also enabled the link for shopping their feed, so their followers have easy access to the products they see on Instagram. Their posts showcase their mission as a brand, they’re all about keeping the human connection alive, creating a space for people to sell and others to buy these things, and their posts show just that. They also started a campaign called Stand With Small, which is about supporting small businesses during this time.

Etsy’s audience on Instagram is large, they reach all sorts of people, because they have all sorts of things on their site. Currently, they have 2.2 million followers, with about 5,000 engagements per post. Overall, their audience engages with their Instagram page quite frequently, and they also reciprocate the positive, supportive tone that Etsy conveys. They compliment the posts and the objects, and they speak about how much they love Etsy or individual sellers. Etsy engages with their audience by responding to them, whether they are answering inquiries or concerns, or general comments. They provide their audience with a positive space on Instagram.

Sources: 

https://www.instagram.com/etsy/?hl=en

https://analisa.io/profile/etsy

https://www.etsy.com/il-en/about?ref=ftr