after the completion of our “art of fun” campaign for donald pliner, ceft and company’s involvement expanded into the brand’s social media channels (an area where the brand needed some help). the instagram visual takeover spanned just over four weeks, and provided a perfect opportunity to continue the “art of fun” platform and express the brand’s playful and artful character to thousands of followers.
a display of our playful video additions, taken on the set of the donald j pliner spring/summer campaign.
social media is not an ecom site. the purpose can not be solely dedicated to selling or displaying your brand product. social media channels are an opportunity to communicate to the world who you are, what you believe in, and what your brand world consists of. the right combination of product and entertainment is crucial to achieving traction.
even though short spanned, the instagram takeover was intended to provide the client with alternative examples and suggestions, on how to best communicate the strategy and the new “art of fun” campaign message. the ultimate goal was for the brand to explore and assess the outcome and continue along the same paths where they found fit and discard others that may not have been practical to sustain or resulted in less traction.
in just 4 weeks, impressions were up by 128% and profile views were up by 127%
despite its short span, the social media efforts found great success. the page gained more exposure, represented by the dramatic rise of impressions (total number of times each post was viewed), which rose at a 128% increased rate compared to previous analytics.
breakdown of “brand world” categories
creating a brand world within the social media medium gives opportunity to communicate a clearer image of the brand’s personality. the “brand world” as we call it, can be broken down into four separate categories: inspiration, culture, product and attitude.
inspiration category: fashion, custom quotes and icons.
culture category: art, illustration and cinema.
product category: candid, produced and socialites.
attitude category: fun, magical and unexpected.
on the left: donald pliner’s instagram pre-takeover filled with product shots on nearly every post… on the right: a truer and more appealing representation of the brand with the implementation of our “brand world” categories.
the before and after images enlarged for viewing purposes
on the left: donald pliner’s instagram pre-takeover filled with product shots on nearly every post… on the right: a truer and more appealing representation of the brand with the implementation of our “brand world” categories.
the before and after images enlarged for viewing purposes
we are looking forward to the upcoming campaign and long-term partnership with our clients at donald pliner. view all work related to this project.
