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This week’s digital marke1ng success story is about the clothing company Everlane.
@claytonjay101
What We Learn From Everlane
How to create an engaging Instagram Story your audience will promote.
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Example
Their Christmas 1me story “Five Random Acts of Kindness: Holiday Edi1on”.
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A few members of the Everlane social media team went around San Francisco and performed the following random acts
of kindness for complete strangers:
1. Bought someone tacos. 2. Gave away a hat. 3. Bought someone baked goods. 4. Gave away flowers. 5. Gave away a backpack.
@claytonjay101
They documented each act with one video leading up to it and another video of the actual act.
Then they did something interes1ng…
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@claytonjay101
At the very end, they challenged their followers to:
1. Do something nice for someone else.
2. Record it on Instagram Stories.
3. “Tag” @Everlane in the story.@claytonjay101
By tagging Everlane, that creates a link within an Instagram Story which a user can press and be taken directly to Everlane’s Instagram account.
A full explana1on on how to tag someone in an Instagram Story is here.
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1. Contained *mely, engaging content — a story about random acts of kindness is compelling any 1me of year but especially during the Christmas season.
2. Very effec*ve branding — seeing members of their company perform random acts of kindness can only enhance your view of Everlane.
3. Used relevant call to ac*on for followers to promote Everlane — not only are followers mo1ved to do some good by such a clever idea but they also can’t help but promote Everlane by tagging them in their story.
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Why Was Was Everlane’s Instagram Story Effec*ve?
By The Way…Follow me on Instagram if you aren’t already
I’m super crea7ve like Everlane all the 7me (I’m not).
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@claytonjay101
The Bigger Picture
Use Everlane’s Method to Gain More Exposure on Instagram or Snapchat.
@claytonjay101
Think of some ideas similar to Everlane’s random acts of kindness, or just directly copy them, and at the end of the story say:
“do this also and tag us in your story”.
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Example 1:
Approach random people on the street around Thanksgiving and ask them what they are thankful for. Then, ask your followers to record what they are thankful for and tag your business in an Instagram Story.
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Example 2:
Have random people around your office each tell a funny story that happened to them. Then, ask your followers to record a funny story that’s happened to them and tag your business in their Instagram Story.
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Example 3:
Record a story of either yourself or others in your office talking about what drives your company or what makes your culture 1ck. Then, ask your followers to record what drives or mo1vates them and tag your business in their Instagram Story.
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It really does not ma[er the idea.
Everlane’s example works because it was a good thing to do and easily repeatable by the audience
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Other Thoughts
Follow Everlane on Snapchat and Instagram Stories.
@claytonjay101
Some of the best basketball advice I ever heard growing up:
“Play with people beOer than you”
You not only learn but have to step up your game to stay compe11ve.
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Even if you never plan on buying Everlane’s clothes (me), you will step up your Instagram Stories and Snapchat game just from watching them.
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Interact with me here
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