SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

Case study: Instagram

LAUREN SALAZARWEIGHT WATCHERS

January 26, 2016

Case Study: Instagram

Lauren Salazar

Director, Social Media

I?AMWHO

• On Instagram Since 2012

• 305,000 Followers

• 800 pieces of content to date

• Our strategy is one part US, two parts THEM

• We have a lot of NEW stuff this year

• Measurement and Media Plansare on my other laptop.

You Need To Know Before I Start

today’s

• Photo & Video Best Practices

• Leveraging UGC

• Influencer & Celebrity Integration

• Experiential on Instagram

make a video

Why It Works

1.Simple

2.Seasonal

3.Sound off

make a video

Point lift in Ad Recall,

3x platform benchmark

+29

Higher VideoCompletion Rates

36%

Significant lift inPurchase

Consideration

if something works, do it

get to sell

what’s not working

celebrate when

sometimes = big difference

your community is a

practice

let others you

shine a spotlight on

shine a spotlight on

shine a spotlight on

shine a spotlight on

take your to shine

Views in 24 hourperiod

~2MM

Exceeded platform engagement benchmarks

turn event setups into Instagram

Seven Sacred Lessons of Instagram

1. Build For Sound-Off, Swipe Through

2. Find Your Formula and Work It

3. It’s All About Perspective

4. Regram and Replicate, Repeat

5. Give Up Control

6. Bet Big on Big Moments

7. Make Experiences ‘Grammable

Thank YouLauren Salazar

Director, Social Media

lauren.salazar@weightwatchers.com

@sassandglitter

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016