The Rise of Instagram
“To put that into perspective, that’s like 1% of the population of the US using a service that currently only fully exists on a iPhone.”
I personally love this platform - you can find my feed on there under JessicaKia (like my twitter handle). I think the potential for brands is wonderful. We launched kate spade new york there in December and a ton of other fashion brands have followed suit. Now you can find Oscar de la Renta, Burberry, Marc Jacobs, Club Monaco, Bergdorf Goodman and I am sure many others to come. The nice thing about what they are doing is allowing community managers to create beautiful content (you can take a picture of a wall and if you use the right filter it looks like art) and spread it to Tumblr, Facebook, Twitter, Posterous, Flickr, Foursquare and email. That is a pretty efficient tool. I also like the community on Instagram itself.
The downside is that it’s only on the iPhone (though that doesn’t seem to matter much in terms of adoption) and there is no web-based community/interface. Though there is a community of developers rallying around this app and some interesting spin-offs have popped up - like web.stagram.com which allows you to bring a feed of photos into a desktop based browser. I think it’s particularly interesting to bring feeds in around a hashtag.
Anyway, exciting things are happening for them and they seem just as surprised as we are! It may be time for PicPlz to throw in the towel.
Oscar de la Renta “Catch the Esprit” Campaign
So this is a pretty interesting campaign OdlR is doing to launch their new fragrance “Esprit d’Oscar” (this is said in my head like a very fancy frenchman- even though OdlR isn’t french- his real name is Oscar Aristides Renta Fiallo- hahahaha)
Anyway, they realize that their 120K Facebook fans are probably not dropping $4k on a fabulous gown, but rather putting a down payment of $4K on that Dodge Stratus they have been eyeing. An easier price point is obviously through fragrance which is at the bargain price of $98 for 3.3 oz., so they launched a campaign to give away samples of the fragrance on Facebook and also on their website, which I think is a smart way to leverage their community.
They are running the whole thing through Buddy Media- which I get if you don’t have smart enough developers to put this program together. (Sidebar, they are probably paying $15/month for their Buddy Media “membership” or whatevs and a custom Facebook tab will most likely run you around $15K flat) What I don’t get is when you share this with your friends on Facebook, there isn’t a link back to the custom tab to sign up. The link takes you to their Wall where you then have to hunt around to find out how YOU can CATCH THE ESPRIT.
This seems like a half assed spread and you would think that Buddy Media with all their magical Facebook powers would have thought about that.
I would also like to know what Jannuzzi is going to do with all that Esprit?
senior director of social media at ralph lauren.
hater of bellybuttons.
nothing on this blog has ANYTHING to do with my employer and everything to do with my point of view.