Brands are continually finding new and interesting ways to connect to consumers on social media. The taste for social media is shifting. Facebook, although still one of the biggest platforms, isn't very sexy to the younger generations. Yes, in a talk we did over the summer, out of almost 400 rising junior and senior high school students, maybe 25% of them had and regularly updated Facebook.
One of the hotter networks is Instagram (now owned by Facebook), and brands are noticing the rapid change.
Champs and Adidas are pairing up to launch "Adicolor TV" on the Champs Instagram site; the campaign includes multiple mini-episodes with Adidas products in the center of the ad. Some of the spots are a little cheesy, like the "Weather Update with Stan," but others get right to the point, like Von Miller's mini-interview about how Adidas helps him express his style.
The article says that this marks the first time a retail brand has used Instagram to create original video content.
Will it work? It is certainly bringing likes and shares on the medium. But like we've said before, brands need to figure out how they can translate likes into countable revenue. What metrics does Champs have in place to see when sales start to increase due to the Instagram activity? What Instagram messages are their consumers finding salient?
It's a great start so far. The pair plans to add 25 of these mini-clips to the page. We hope it works out for them.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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