|With 8.6 Million Followers, Nike's Jordan Brand is a Slam Dunk on Instagram
Last week, the Michigan Wolverines became the first college football team to be outfitted by Nike’s Jordan Brand. The decision to unveil the new uniforms last Tuesday coincided with the launch of Instagram Stories, a feature that lets users post photos and videos that disappear 24 hours later — just like Snapchat.
Sensing an opportunity to use a platform where the brand is already popular, Jordan Brand posted a minute-long Instagram Story filled with 16 photos and videos unveiling the new uniforms. Within the first three hours, the Instagram Story had more than 200,000 views. Twenty-four hours later, the story had accumulated 800,000 views.
“The decision was made the day-of, when it was clear [Instagram Stories] was rolling out wide,” said Dan Harbison, global digital director for Jordan Brand. “When we looked at how we were planning our stories, this fit well with our existing approach for the day.”
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This article was published on Digiday.com. A full link to the original piece is after the story.
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