Brandnew IO's brand guide with basic tips and tricks for a successful Instagram marketing strategy. Learn about influencer marketing, how to get started on Instagram, how to plan an Instagram photo contest, posting guidelines and more. Refine your brand Instagram strategy with this brief beginner's guide.

1. MARCH 2015
BRAND HANDBOOK
Basic tips and tricks to a successful
Instagram marketing strategy

2. TABLE OF CONTENTS
1. Influencer Marketing
2. Brandnew’s Campaign Types
3. Choosing the Right Campaign Type
4. Campaign Tips
5. Planning a Photo Contest
6. Getting Started on Instagram
7. Posting on Instagram
8. What To Do During a Campaign
Photo by @raodtpeveywhere for Teatox

3. WHY INFLUENCER MARKETING?1
Break through the noise
Influencer Marketing gives brands a
mouthpiece to connect with thousands of
consumers in a natural and unobtrusive form
Create great content. Not ads.
Photo by @spielkkind for LOVOO
90% of consumers trust peer recommendations.
Only 33% trust ads.

4. Influencers are provided with
branded materials / products
which they will showcase
attractively to their audience
PRODUCT PLACEMENT
Influencers post themed
images and encourage
further organic content
creation and contest
participation
PHOTO CONTEST
Influencers share a series of
visual narratives which
involve the use of a brand
product or attending a
branded event
STORYTELLING
WHAT ARE THE CAMPAIGNS LIKE?2
Photo by @silverspies for ASOS

5. WHICH CAMPAIGN TYPE IS BEST?3
Photo by @silverspies for ASOS
If gaining followers is
your main goal then a
PHOTO CONTEST
is the best choice
If creating
outstanding content
is most important
then PHOTO
CONTEST,
STORYTELLING &
PRODUCT
PLACEMENT
are suitable
campaigns
If extensive reach for
your brand is top
priority then
PHOTO CONTEST
are campaigns that
can achieve this
If building awareness
of your brand is what
you want to achieve
then
STORYTELLING
will best help you to
do this
If promoting your
brand product is your
objective a
PRODUCT
PLACEMENT or
STORYTELLING
campaign can
accomplish this
GAIN
FOLLOWERS
CONTENT
CREATION
REACH BRAND
AWARENESS
PRODUCT
PROMOTION
While all our campaign types can achieve multiple goals, some are better suited to produce particular results

6. CAMPAIGN TIPS
The key to a great photo contest is to keep
it simple. Choose a theme that content can
easily be created for, ensuring that the
contest is accessible to everyone. The
hashtag chosen should reflect the theme -
remember that hashtags are not only used to
connect but also to inspire.
Photo Contest Storytelling
When it comes to storytelling campaigns
there is a world of options. If you are opting
for this campaign type, don’t limit yourself
and make sure to allow influencers some
artistic freedom within your guidelines.
They are top Instagrammers because of their
creative talent - so let them use it.
Photo by @hannes_becker for Germanwings
4
Product Placement
Make a product placement campaign great
by providing some extras, e.g. additional
merchandise such as stickers, badges etc.
that could be used creatively. Or make it
more personal for the influencer by including
a note - that little step can help to make a
connection to your brand or product.

7. Photo by @kitkat_ch for America Unlimited
PLANNING A PHOTO CONTEST5
Things to consider:
Theme
Hashtag
Prize
Terms and Conditions
To-Do List:
• If you do not have a brand Instagram account you can create one solely to support the contest
during the campaign period
• Post the terms and conditions of the contest on your Instagram page
• If there is a webpage relevant to the contest you can add the link in the bio
• Post some images using the contest hashtag to inspire the Instagram community
Theme: “Ain’t No Mountain High Enough”
Hashtag: #americaunlimited_nevada_contest
Prize: Trip for 2 to Nevada
Results
Submissions: > 1490
Total Campaign Reach: > 11M
Contest Example

8. HOW TO START YOUR INSTAGRAM ACCOUNT
Photo by @anasbarros for Lumix
6
Include a trackable link
Use your brand’s logo
as you profile pic
Use the bio field to
explain who you are
and what you do
Choose a name, ideally
your business name
Choose images that
represent your brand to
get your account
started

9. • post images that will catch a consumer’s attention
• use high quality images
• pick a style and stick to it
• post on a regular basis
• write clear, concise captions
• use the location feature when relevant
• use only relevant hashtags
Do
POSTING DO’S & DON’TS
Photo by @oliviathebaut for ASOS
7
• overuse hashtags in your captions - no more than
three is a good rule of thumb (use the comment
section for more)
Don’t

10. WHAT TO DO DURING A CAMPAIGN8
Brandnew offers workshops for a
fully comprehensive Instagram
management training
Having an Instagram account to support a campaign is a good idea. How you manage the account will depend on your
campaign goal and your Instagram intentions after the campaign ends.
Respond to interactions Observe your brand Repost content
• Respond to comments on your
posts
• Like and comment on influencer
posts for your brand
• Search for content associated
with your brand using hashtags
and like and comment where
appropriate
• Post influencer campaign
content on your account with an
@mention
Continue this behaviour after the campaign if you wish to grow your brand Instagram account. Dedicating just 10mins a
day to Instagram can help build your brand image
Photo by @oliviathebaut for ASOS

11. advertisers@brandnew.io
+49 30 57704147
www.brandnew.io
Brandnew IO
Advertiser Relations
Photo by @robinmay for Moe’s Southwest Grill