Create An Instagram Campaign

Running head: CREATE AN INSTAGRAM CAMPAIGN

Create an Instagram Campaign

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CREATE AN INSTAGRAM CAMPAIGN

Create an Instagram Campaign

Product Selection

Vaseline, which is a skin product, is a perfect choice for the Instagram campaign

carried out by the Unilever company. The reason for this is that Instagram provides a

platform where a lot of people can view the product, regardless of whether they follow the

business or not. Also, the app provides a customizable button that encourages those interested

in the ad to click and contact the company. The advertisement appears as a regular post on

Instagram and in the timeline of various segments of the targeted market.

Also, Vaseline products cater for the needs of both males and females. Thus, an

Instagram campaign would be efficient since it targets young people of both sexes who are

the primary users of Instagram (Dodson, 2016). Also, using Vaseline would help the beauty

segment of the Unilever company to gain more market since people will have an insight of

the general products available at Unilever.

Campaign Purpose

The principal purpose of advertising Vaseline and the Unilever company through the

Instagram campaign is to create awareness of the product among people across the world.

Vaseline products come in varieties from petroleum jellies to lotions. Also, the Instagram

campaign aims at making the product accessible to the target audience. Advertising Vaseline

online makes it possible for interested customers to purchase it online or contact the company

on how to get and pay for the product. On the other hand, the Instagram campaign would help

the product to have more sales and thus increasing the profits made by the company

(Kawasaki & Fitzpatrick, 2014). The awareness of both the demographic and psychographic

CREATE AN INSTAGRAM CAMPAIGN

information of customers helps the company to understand the consumer and their interests

best.

The Instagram campaign for Vaseline aims at reaching young people who care about

their skin and are interested in having a variety of beauty products. Also, the campaign would

target parents with infants as Vaseline petroleum jelly is most appropriate for children. Men

and women who often go to the gym or work out would find the Vaseline necessary since it

prevents the skin from damage. Vaseline is essential for all groups of people, and thus the

Instagram campaign would target all users of the app.

Instagram Contest

The contest in the Instagram campaign for Vaseline would require that the

participants post a picture or video of themselves with a Vaseline beauty product, provide a

specific hashtag for the contest, and mention the company in their caption. The company

would then post the pictures and the videos on its page. The post with most likes would get a

package of Vaseline products and a shopping voucher from Unilever company that is useful

in stores across the world. The first runners up would also receive a package containing a

variety of Vaseline products and a t-shirt and cap from the Unilever company. On the other

hand, the second runners up only receive a bag of Vaseline products.

The picture should include the participant either purchasing Vaseline, using it, or

applying it on a baby. Also, the contest would provide options for videos, which should

include participants using Vaseline either after work out or after taking a bath. The

participants would be allowed to be creative by talking about the importance of Vaseline on

their skin. The primary purpose of the contest is to encourage people to use Vaseline and also

show other people on Instagram the various uses of the beauty product.

CREATE AN INSTAGRAM CAMPAIGN

Campaign Metrics

The idea of understanding what metrics to use to monitor the progress of the contest

depends on the initial goals of the Instagram contest. In this case, the contest mainly aims at

creating more awareness of the Vaseline product among the users of Instagram. Therefore,

some of the campaign metrics that are relevant include relative engagement, which involves

checking the number of followers that a participant has and the posts that have more

comments and likes (Mureta, 2012). This metric helps to identify well with the fans of the

participants and their interests and preferences.

For this reason, it will be easier to know whether the contest would be meaningful for

the followers of the various participants or not. Another useful campaign metric would be

following the impact reports on the fans of the company. When the page of the enterprise gets

more followers, it is an indication that the Instagram contest was successful as it helped

create awareness and insight of Vaseline among the people who use the app.

Campaign Benefits

The Unilever company, in general, would benefit from the Instagram campaign

carried out for Vaseline in various ways. For instance, the users of Instagram that would

come across the app would be interested in other products provided by the company. Thus,

the sales of Unilever on all its products would increase majorly thanks to the Instagram

campaign carried out on only one of its products. Also, using the campaign as a form of

advertisement helps the company compete healthily with other businesses in the industry.

The campaign and the contest enable Unilever to have an advantage over its competitors. The

market of the business will also increase, and the affordability and accessibility of the

products will be made easier.

CREATE AN INSTAGRAM CAMPAIGN

Active Versus Passive Marketing

The significant difference between passive and active marketing is that the former

involves posting an advertisement either in the form of a picture, a video, or an explanation

on social media and waiting for people to react to it. On the other hand, aggressive or active

marketing involves directly messaging or calling the target audience to explain to them about

the product and engage with them (Pattnaik & Mall, 2012). Both forms are useful in various

instances. For example, when starting a business or company, it is important to use the active

marketing form to ensure you connect well with your customers and establish permanent

clients. Passive marketing would be most useful for the Unilever company in a scenario

where it intends to advertise and sell all its products at affordable process. The reason for this

is that customers tend to follow up with products that are affordable compared to the

expensive ones that advertised passively.

Conclusion

The use of Instagram campaigns has gained popularity in the recent years due to the

increase in the number of users of the app. A company such as Unilever can benefit from

contests carried out in Instagram as it reaches a wide variety of people across the world. Also,

the company should be keen enough to follow up on the outcome of such contests to ensure

they benefit them. Extraordinary measures should be put in place to ensure the steps of

coming up with a successful Instagram campaign are laid out. Unilever is in a better position

to carry out such campaigns as it offers many products at low prices.

CREATE AN INSTAGRAM CAMPAIGN

References

Dodson, I. (2016). The art of digital marketing: The Definitive Guide to Creating Strategic,

Targeted, and Measurable Online Campaigns.

Kawasaki, G., & Fitzpatrick, P. (2014). The art of social media: Power tips for power users.

Mureta, C. (2012). Make millions with apps: Simple steps to turn your app idea into profit.

Hoboken, NJ: Wiley.

Pattnaik, P. K., & Mall, R. (2012). Fundamentals of mobile computing. New Delhi: PHI

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