L2-Intelligence-Report-Instagram-2014

© L2 2014 L2ThinkTank.com
In Partnership with:
InstagramFebruary 10, 2014
For sole use of andrea.wang@ust.hk
The report has been licensed to andrea.wang@ust.hk.
Circulation of the report violates copyright, trademark and intellectual property laws.

2
February 10, 2014Intelligence Report:
Instagram
THE WORLD’S MOST POWERFUL SOCIAL PLATFORM?
Size vs Engagement
Prestige Brands
January 2014, n=249
Engaged Users
Users x Platform Engagement Rate (MM)
December 2013
Explosive growth, aspirational demographics, and unmatched
engagement have secured Instagram’s place among the social
media elite. Instagram amassed 150 million monthly users in three years—two years
faster than Facebook and half the time of Twitter. Although an eighth of parent company
Facebook’s community, Instagram registers 15 times the engagement and double the
engaged user base (Total Community Size x Engagement Rate) of the mother ship. 93
percent of prestige brands now maintain a presence on the photo-sharing platform, up
from 63 percent in July 2013.1
As teens migrate away from Facebook, Instagram has maintained its street cred and
is the fastest growing global social platform. The visual platform acquired 60 million new
monthly active users in 2013,2
the highest year-over-year growth (66 percent) among top
10 mobile apps.3
The Other Girl
Instagram is often compared to the other visual darling Pinterest, launched six months
before Instagram (October 2010). Today, Pinterest is a third of Instagram’s size and
23 percent of Pinterest users engage with the platform daily, versus 58 percent on
Instagram.4
Other upstart visual and mobile platforms, including Vine, have entered
the fray. However, within a week of launching video, Instagram passed Vine in shares
on Twitter5
and boasts 2.5 times the shares.6
The reach and appeal of the 15-second
video format, ideal for ads, gives Instagram an edge (Vine limits videos to six seconds)
with advertisers.
The biggest threat may be newcomer Snapchat. However, while seven times more
photos are uploaded daily to Snapchat, Instagram’s superior demographics—slightly
older, higher income users—has greater appeal to marketers. Recently Instagram took
direct aim at Snapchat with the December 2013 launch of direct messaging, enabling
brands to engage in two-way conversations with consumers.
1. L2 Intelligence: Social Platforms, August 2013.
2. Instagram, September 2013.
3. “Tops of 2013: Digital,” Nielsen, January 2014.
4. “Social Media Update 2013,” Maeve Duggan and Aaron Smith, Pew Internet, December 30, 2013.
5. “A Week After Instagram’s Video Launch, Vine Sharing Tanks On Twitter,” Matt McGee, Marketing Land, June 27, 2013.
6. Topsy, January 2014.
Community Size
Interaction Rate
Monthly Active Users = Size
1,256,088
0.10%
1,190 million
60,976
0.04%
218 million
500,0000 1,000,000 1,500,000
255,587
0.09%
300 million
0.0%
0.3%
0.6%
0.9%
1.2%
1.5% 122,031
1.53%
150 million
EngagementRate
Community Size
Instagram Facebook Google+ Twitter
2.3
1.2
0.3
0.1
Watch the Video
© L2 2013 L2ThinkTank For sole use of andrea.wang@ust.hk. Circulation of the report violates copyright, trademark and intellectual property laws.

3
Instagram
Best/Worst
Although both had billion dollar price tags, Instagram is arguably the best media
acquisition of the last five years and Tumblr the worst. Prestige brands have abandoned
Tumblr, and the adoption rate has declined. Instagram’s 2014 revenues are forecast at
$250 million–$400 million,7
while mention of Tumblr was noticeably absent from parent
company Yahoo!’s recent earnings announcement.
Picture > Thousand Clicks
Visual media do more than communicate information, they inspire emotion and
action. Serving a potent cocktail of visual and mobile, Instagram could be the first
platform that delivers on the promise of social commerce via the power of user-
generated content. Featuring user-generated photos at the point of purchase boosts
conversion up to 7 percent.8
However, most prestige brands are failing to translate
Instagram’s engagement to e-commerce, as just 14 percent utilize Instagram UGC on
their brand sites.
L2 Intelligence: Instagram
In August 2013, L2 surveyed prestige brands across 15 global social media platforms.
We turn our focus to Instagram, evaluating performance and programming of 249
prestige brands on the platform. Our aim is to provide data, best practices, and case
studies to help managers achieve greater ROI on digital efforts. Like the medium we are
assessing, our approach is dynamic. Please reach out with comments regarding our
methodology and findings.
7. Analyst Estimate, Evercore, October 2013.
8. Olapic, January 2014.
Global Social Platform Active Usage
Percentage Change
Q2–Q4 2013
Source: GlobalWebIndex Q4 2013, Global Internet
Source: Neilson, January 2014
Top 10 Mobile Apps 2013
SCOTT GALLOWAY
Professor of Marketing, NYU Stern; Founder, L2
scott@stern.nyu.edu
PAU SABRIA
Co-Founder, Olapic
pau@olapic.com
23%Instagram
9%Linkedin
9%Tencent Weibo
6%Sina Weibo
6%Pinterest
6%Tumblr
6%Google+
2%Twitter
-3% YouTube
-3% Facebook
-3% VK
-12% Myspace
Rank App Average Unique Users YoY % Change
1 Facebook 103,420,000 27%
2 Google Search 75,984,000 37%
3 Google Play 73,677,000 28%
4 YouTube 71,962,000 27%
5 Google Maps 68,580,000 14%
6 Gmail 64,408,000 29%
7 Instagram 31,992,000 66%
8 Maps (Apple) 31,891,000 64%
9 Stocks 30,781,000 32%
10 Twitter 30,760,000 36%

4
Instagram
Instagram: User Growth
December 2010–December 2013
1 million
5 million
10 million
80 million
100 million
90 million
100 million
150 million
130 million
15 million
40 million
50 million
Facebook Acquires Instagram
Online Proﬁles
Video Sharing
Android App
Numberofusers(millions)
0
20
40
60
80
100
120
140
160
Dec
2010
Jun
2011 2014
Sep Dec Apr May Jul
2012
Sep Jan Feb SepJun
2013
Nov Dec
Direct Messaging
Advertising
Instagram switches to
releasing Monthly Active
Users rather than local
number of users

5
Instagram
Table of Contents
Click logo to return here. Click screen shots with this icon to view online.
Click to jump to:
Brand List
Instagram by the Numbers
Now…Instagram KEY FINDING
The Global Language of Pictures KEY FINDING
Michael Kors IN THE COMPANY OF GENIUS
Hashing It Out KEY FINDING
Benefit Cosmetics FLASH OF GENIUS
Insta-Video KEY FINDING
Swarovski #InstaSparkle and Giorgio Armani #SiByArmani FLASH OF GENIUS
Visual Commerce The Next Frontier KEY FINDING
Visual Commerce = Conversion KEY FINDING
West Elm FLASH OF GENIUS
Urban Outfitters and Free People FLASH OF GENIUS
Lancôme FLASH OF GENIUS
Facebook Integration KEY FINDING
White House | Black Market #WearWhatWorks FLASH OF GENIUS
Instagram Advertising KEY FINDING
Macy’s Floats Instagram Advertising FLASH OF GENIUS
Starwood Hotels & Resorts Guest Galleries FLASH OF GENIUS
Instagram Direct KEY FINDING
Estée Lauder FLASH OF GENIUS
The Team
About L2
6
7
8
10
11
13
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31

6
Instagram
BEAUTY
Almay
Aveda
Aveeno
Avon
Bare Escentuals
Benefit Cosmetics
Bobbi Brown
Burt’s Bees
Carol’s Daughter
Cetaphil
Clarins
Clinique
CoverGirl
Dove
Elizabeth Arden
EM Cosmetics
Essie
Estée Lauder
Fresh
Garnier
Giorgio Armani Beauty
Iman Cosmetics
Kiehl’s
L’OCCITANE en Provence
L’Oréal Paris
La Mer
La Prairie
La Roche-Posay
Lancôme
Laura Mercier
MAC Cosmetics
Make Up For Ever
Mary Kay
Maybelline New York
NARS Cosmetics
Neutrogena
Nivea
Olay
OPI
Origins
Perricone MD
Philosophy
Proactiv
Revlon
Rimmel London
Sally Hansen
Shiseido
SK-II
Skinceuticals
Smashbox Cosmetics
Trish McEvoy
Urban Decay
Vichy
Yves Saint Laurent Beauty
Alexander McQueen
Alfred Dunhill
Armani
Balenciaga
Bally
Bottega Veneta
Burberry
Calvin Klein
Chanel
Chloé
Christian Louboutin
Coach
Cole Haan
Diane Von Furstenberg
Dior
Dolce & Gabbana
Donna Karan
Ermenegildo Zegna
Fendi
Gucci
Hermès
Hugo Boss
Jimmy Choo
Kate Spade
Louis Vuitton
Marc Jacobs
Max Mara
Michael Kors
Oscar de la Renta
Prada
Ralph Lauren
Saint Laurent
Salvatore Ferragamo
Tod’s
Tommy Hilfiger
Tory Burch
Valentino
7 For All Mankind
A|X Armani Exchange
Abercrombie & Fitch
Aéropostale
Aldo
American Apparel
American Eagle Outfitters
Ann Taylor
Anthropologie
ASOS
Banana Republic
Barneys New York
Bath & Body Works
BCBG
Bergdorf Goodman
Bloomingdale’s
Blue Nile
Bluefly
Bon-Ton
Boots
Brooks Brothers
Brown Thomas
CB2
Century 21
Chico’s
Club Monaco
Crate & Barrel
Daslu
de Bijenkorf
Destination Maternity
Diesel
Dillard’s
El Corté Ingles
El Palacio de Hierro
Esprit
Ethan Allen
Express
Fenwick
Free People
French Connection
Galeries Lafayette
Galleria Department Store
Gap
Godiva Chocolatier
Guess
GUM
Gymboree
H&M
Harrods
Harvey Nichols
Holt Renfrew
House of Fraser
Hudson’s Bay
IKEA
Intermix
J Brand
J.Crew
Jelmoli
Joe Fresh
John Lewis
Juicy Couture
KaDeWe
Kay Jewelers
La Maison Ogilvy
La Rinascente
Lacoste
Lane Crawford
Le Bon Marche
Liberty
Lord & Taylor
Lucky Brand
Lululemon Athletica
Lush
Macy’s
Marks & Spencer
Massimo Dutti
Neiman Marcus
Net-A-Porter
Nine West
Nordstrom
Pier 1 Imports
Pottery Barn
Printemps
Restoration Hardware
Saks Fifth Avenue
Selfridges
Sephora
Shopbop
Steve Madden
Stuart Weitzman
Swatch
Talbots
The Body Shop
Topshop
TSUM
Tumi
Ulta
Uniqlo
United Colors of Benetton
Urban Outfitters
Victoria’s Secret
Vince Camuto
Von Maur
West Elm
White House | Black Market
Williams-Sonoma
YOOX
Zales
Zappos.com
Zara
Conrad
Fairmont Hotels
Four Seasons
InterContinental
Jumeirah
JW Marriott
Le Meridien
Mandarin Oriental
Morgans
Park Hyatt
Relais & Chateaux
Rosewood
Shangri-La
Sofitel
St. Regis
The Peninsula
The Ritz-Carlton
Waldorf-Astoria
Westin
Audemars Piguet
Baccarat
Baume et Mercier
Bulgari
Cartier
Chopard
David Yurman
De Beers
Fossil
Harry Winston
Hublot
IWC Schaffhausen
Jaeger-LeCoultre
Longines
Montblanc
Movado
Officine Panerai
Omega
Pandora
Patek Philippe
Piaget
Raymond Weil
Rolex
Swarovski
TAG Heuer
Tiffany & Co.
Vacheron Constantin
Van Cleef & Arpels
FASHION
RETAIL
HOTELS
WATCHES & JEWELRY
Brand List
in Alphabetical Order by Sector

7
Instagram
of prestige brands have an Instagram account
Monthly Active Users
150million
It took Instagram 1/2 the time of Twitter
and 2 years less than Facebook to reach
150million monthly active users
Instagram engagement is 15x Facebook’s
Average Time Spent Per User Per Month: 257minutes
Number of Comments Per Second: 1,000
Number of Likes Per Second: 8,500
Number of Likes Per Day: 1.2 Billion
Average Photos Uploaded Per Day: 55 Million
Total Photos Shared on Instagram to date: 16 Billion
57% of users use Instagram
on a daily basis
35% of users visit Instagram
more than once per day
99% of post engagement is from Likes
60% of users
outside of U.S
66% YOY increase in Average Unique
Users of the Instagram app in 2013
1/2 of Instagram users are on Android; 1/2 are on iOS
90% of Instagram users are under 35
68% of Instagram’s users are women
Instagram’s 2014 revenues are forecast at
$250-$400 Million
92%
In 2013
Instagram gained 60 millon+ new monthly active users
2014
54% of all internet users post
original photos and videos online
9 out of 10 Instagram video shares
occur on Facebook
Seventy-two percent of prestige
brands post Instagram videos
Engagement on prestige brand photo
posts is 1.5x video posts
14% of prestige brands integrate
Instagram UGC on their brand site
63% of prestige brands link to their instagram
account from their brand site
54% of prestige brands link from Facebook
to their Instagram account
Instagram’s Engaged User Base
(Total Community Size x Engagement Rate)
is 2x Facebook’s
16% of online adults with household
income greater than $75k use Instagram
On average prestige brands post 6 images per week
and 0.38 videos per week
2.5x more Instagram links than Vine’s
are shared on Twitter
Instagram By The Numbers
ADOPTION ENGAGEMENT CONTENT
Source: L2 Think Tank, Instagram, Global Web Index, Business Insider, Wall Street Journal, Pew Internet Research, UnRuly, Topsy, Twitter, Facebook, Evercore

8
Instagram
Key Findings
Essie
Lush
Urban Decay
Jimmy Choo
Tiffany & Co.
y=-0.001ln(x) + 0.0249
R2
=0.08404
Victoria SecretNordstrom Michael Kors
Maybelline
9.0%
1.0%
0.2%
0% 10,000 100,000 1,000,000 10,000,000
Urban Outﬁtters
Now…Instagram
Ninety-three percent of prestige brands are present on
Instagram, up from 63 percent in July 2013. Brands
post an average of 5.5 times a week, and 43 percent
of accounts post more than once a day. Ninety-nine
percent of user engagement is likes. Retail and Fashion
brands dominate the top 10 largest communities.
For these categories, Instagram is an evolved form of
window-shopping enabling users to see products on
organic mannequins. Beauty brand accounts are the
fastest growing and yield the greatest engagement. Cult
Beauty brands Urban Decay, Essie, and Lush outperform
the establishment.
Instagram: Average Size, Growth, and Engagement by Category
August 1–December 2013, n=232
EngagementRate
Growth
2.5%
2.5%
1.5%
1.0%
0% 50% 100% 150% 200% 250%
Beauty
3,626,363
n=53
Fashion
14,741,894
n=36
Specialty Retail
23,304,853
n=102
Watches & Jewelry
1,749,178
n=24Hospitality
204,729
n=17
Instagram: Community Size vs. Engagement
December 31 2013, n=173
Community Size Logarithmic Scale
EngagementRateLogarithmicScale
Retail Watches & JewelryFashion Beauty

9
Instagram
Key Findings
3,500,710
@victoriassecret
1,994,583
@louboutinworld
1,165,441
@burberry
1,164,641
@louisvuitton
1,658,483
@topshop
1,566,603
@michaelkors
1,503,134
@hm
1,261,450
@asos
1,108,263
@urbanoutfitters
1,068,686
@vspink
1,050,373
@gucci
1,017,540
@marcjacobsintl
1,005,264
@tiffanyandco
Instagram: Millionaire Club
December 2013, n=644
Retail Watches & JewelryFashion

10
Instagram
Key Findings
The Global Language of Pictures
Instagram is available in 25 languages and 60 percent
of users reside outside the United States. Thailand’s
Siam Paragon mall was the most Instagrammed place
in 2013.9
Unlike other Western platforms, Instagram
(inexplicably) has been allowed behind China’s “Great
Firewall,” and content is sharable to China’s Sina Weibo
and Japan’s Mixi. A burgeoning Instagram economy
has emerged in Kuwait, selling everything from sheep to
lipstick. Outside of the U.S., Brazil, The United Kingdom,
Russia, and Mexico round out the top five countries
accessing Instagram.10
Across prestige brand accounts Instagram’s visuals
require little translation. In the last five months of 2013,
prestige brand Instagram communities in Asia-Pacific, the
world’s largest consumer market, quadrupled. Eastern
European prestige brand communities, led primarily by
Russian accounts, record the highest engagement.
9. “Thanks to Thailand’s snap-happy Instagrammers, one Bangkok mall is
Instagram’s most photographed place in 2013,” Steven Millward, Tech in Asia,
December 13, 2013.
10. Alexa, January 2014.
Within 3 months
of the integration,
50,000 Chinese
linked their
Instagram and
Sina Weibo
accounts.
From August to
December, Kate
Spade’s Thailand
account grew 146
percent to 7,500
followers.
Topshop’s Russia
account has
19,000 followers.
Instagram: Average Size, Growth, and Engagement by Region
APAC
n=45
Eastern Europe
n=45
Latin America
n=32
Middle East & Africa
n=13
North America
n=46
Western Europe
n=43
20% 40% 60% 80% 100%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
Average GrowthEngagementRate

11
Instagram
In the Company of Genius
Michael Kors
Instagram is front row at the coronation of fashion’s
latest digital darling. With its August 2012 #MKTIMELESS
contest Michael Kors became one of the first brands
to launch a user-generated campaign on the platform,
encouraging consumers to upload pictures of their
Michael Kors’s watches. A year later, Michael Kors was
first to launch Instagram advertising, acquiring 34,000
new followers in 18 hours.
The brand integrates Instagram into both online and
offline experiences. 5,000 photos with the #MKTOKYO
hashtag were broadcast on a digital wall at the Tokyo
National Museum. The brand was also among the first
to use Instagram’s direct messaging, delivering a private
message from Mr. Kors to the first 50 responders.
In the last half of 2013, @michaelkors added 561,858
followers (56% growth).
August 2012: The brand asked users to
share their favorite Michael Kors watch
using the #MKTIMELESS hashtag; 6,800
photos were submitted and its Instagram
following grew by 50 percent in two weeks.
June 2013: #WhatsInYourKors generated
1,900 pics of fan’s handbag contents.
August 2013: As part of the #sportysexyglam
campaign introducing the brand’s new
fragrance and beauty collection, 1,000
pictures have been hashtagged #MKGLAM.
November 2013:
#jetsetselma: 1,000
Selma owners snapped
their bag for (weekly)
chance at a new bag.

Instagram
In the Company of Genius
@MichaelKors Follower and Engagement Growth
October–December 2013
October 16, 2013
The #watchhungerstop campaign
in-store T-shirt giveaway and
photo booth included a digital
billboard online and in Times
Square, generating 7,000
Instagram posts.
5,000
10,000
15,000
20,000
25,000
30,000
0
1.4%
1.5%
1.5%
1.16%
1.6%
1.7%
1.4%
Oct 1
2013
Oct 8
2013
Oct 15
2013
Oct 22
2013
Oct 29
2013
Nov 5
2013
Nov 12
2013
Nov 19
2013
Nov 26
2013
Dec 3
2013
Dec 10
2013
Dec 17
2013
Dec 24
2013
Dec 31
2013
Jan 7
2014
Jan 14
2014
November 1, 2013
The brand’s Instagram ad attracted
34,000 new followers (+370
percent) in the first 18 hours and
reached 16.5 million
users. The sponsored
post received
230,000+ likes and
175,000+ comments.
November 14, 2013
#MKTOKYO generated 850+
UGC photos, streamed live at the
Tokyo National Museum.
December 5, 2013
Instagram video of Michael
Kors and Gwyneth Paltrow
singing “Santa Baby.”
December 12, 2013
Michael Kors sent personal
message to first 50
commenters using #MKDirect.
Instagram Followers Engagement Rate
1
1
2
2
3
3
4
4
5
5
NewFollowersPerDay
EngagementRate
12

13
Instagram
Key Findings
Hashing It Out
Brands leverage hashtags to crowdsource user-generated
content and to increase visibility of content. Instagrammers
use hashtags for content discovery, to show off their
selfies and hauls, and to express brand affinity. Eighty
percent of brand posts contain at least one hashtag, and
the average brand post will have three. Brands are more
likely to leverage generic hashtags than their own branded
hashtags. However, Urban Outfitters, Daslu, and Free
People consistently use their brand hashtags, encouraging
users to adopt them in their posts.
The most hashtagged prestige brand on Instagram,
Chanel does not have an official presence on the platform.
Dior, also in the top 10, was late to the Instagram party,
launching its account in October. Topshop, Gucci, Michael
Kors, and Louis Vuitton are among the top 10 hashtagged
brands and boast top 10 communities.
Instagram: Top 10 Brand Number of Hashtagged Posts
December 2013, n=88
Also in Top 10 Instagram FollowersAccount No Account
#
#chanel
#zara
#topshop
#gucci
#opi
#prada
#michaelkors
#louisvuitton
#dior
4,957,198
3,547,580
3,058,871
2,042,331
1,893,154
1,858,161
1,729,891
1,713,129
1,533,271

14
Instagram
Key Findings
Instagram: Community Size vs. Brand Hashtagged Posts
January 2014, n=253
21 210 2,100 21,000
24
240
2,400
40,000
2,400,000
24,000
2,100,000210,000
Brand Hashtagged Posts
InstagramFollowers
Beneﬁt Cosmetics
American Eagle
NET-A-PORTER
Tiffany & Co.
Victoria’s Secret
Topshop
Louis Vuitton
Gucci
Michael Kors
Dolce & Gabbana
Burberry
Saint Laurent
Dior
Hermès
IKEA
ZaraPrada
Sephora
OPI
y=7.2212x0.7803
R2
=0.47326
Retail Watches & JewelryFashion Beauty

15
Instagram
Flash of Genius
Benefit Cosmetics
One of the most successful new Beauty products of
2013, Benefit Cosmetics “they’re real!” mascara was
launched on the back of social media. Benefit turned
to Instagram to find images of real people using the
product. 11,900 selfies were submitted via Instagram
with the #realsies hashtag, for a chance to win a year’s
supply of the mascara. A mosaic was created from these
images on a responsive design microsite linking to the
they’re real! product page. The brand also encourages
those who use their brow products or services to tag
Instagrams with #benebrows. Some 5,100 perfected
arches have found their way to the platform.
Benefit kicked off the new year partnering with the
anti-bullying “Love Is Louder” movement to deliver
a week of daily challenges designed to celebrate
inner beauty. The brand joined forces with Beauty
vloggers and celebs such as “selfie queen” Kendall
Jenner to mobilize fans to capture themselves with the
#InnerBeauties hashtag on Instagram.
A gallery showcases the 11,900
“Benebabes” that have joined
the REALvolution by tagging
their #realsies on Instagram.
#realsies and
#benebrows monthly
winners are featured in
the gallery and on the
brand’s Facebook page.
2,300 fans accepted Benefit’s Inner Beauty
Challenge. Their images were aggregated in
galleries on Facebook and the campaign microsite.
From the Get #benebrows
Now! Facebook custom tab
or microsite, fans can upload
selfies to win and search for
nearby Brow Bar locations.

16
Instagram
Key Findings
Insta-Video
Seventy-two percent of prestige brands post Instagram
videos, up from 26 percent in July 2013. However, video
posts account for only 4 percent of brand content. The
expertise required to produce high quality short-form
video remains a barrier for most brands. On average
brand accounts post six images per week, versus less
than one video post every two weeks (0.38 per week).
Engagement on photo posts averages 1.5 times that of
Instagram video posts. Reposted advertising and contest
posts generate the most engagement.
It is not a coincidence that the run time for Instagram
videos is 15 seconds, the minimum length of a television
commercial. It is rumored that the platform will sell
Instagram video ads similar to television airtime.
Instagram Engagement: Top 10 Videos
August–December 2013, Account > 5,000 followers
Instagram Engagement: Top 10 Photos
August–December 2013, Account > 5,000 followers
Instagram Engagement: Photos vs. Videos
August–December 2013, n=364, Account > 5,000 followers
Advertisement Contest
Photos Videos
5.16% 4.87% 3.79% 3.71% 3.46%
3.32% 3.12% 2.97% 2.90% 2.89%
10.43% 8.36%
65.55% 45.22%
8.25% 7.34%7.48%
25.17% 12.40%
11.77%
2.49%
1.65%
Average Like
Engagement
0.05% 0.05%
Average Comment
Engagement
1.27%
0.85%
Average Overall
Engagement

17
Instagram
Flash of Genius
Swarovski #InstaSparkle and Giorgio
Armani #SiByArmani
In July 2013, Swarovski was among the first brands to
launch an Instagram video contest. In 11 days, the brand
gained 8,000 new followers and 6,366 submissions via
its #InstaSparkle hashtag.
In August 2013, Armani partnered with popular fashion
bloggers to produce videos promoting its new perfume,
Si by Armani. The videos, heralded as the first Instagram
video advertising campaign, were tagged with the
#SiByArmani hashtag and posted across the bloggers’
feeds. A video posted by Chiara Ferragni, who tallied more
than a million Instagram followers received more than
28,000 likes.
Popular fashion blogger
Chiara Ferragni’s
#SiByArmani video
received 28,000 likes.
6,000 photos
and videos were
submitted using
#InstaSparkle.
Swarovski’s Instagram
account grew 19
percent during the
#InstaSparkle contest.
217 215 210 322 250 193 210 242 294 366
452 501
219 314
3,055
1,224
1,291
690
497
332
July
1
July
2
July
3
July
4
July
5
July
6
July
7
July
8
July
9
July
10
July
11
July
12
July
13
July
14
July
15
July
16
July
17
July
18
July
19
July
20
InstaSparkle contest ran
from July 8–July 19
@official_swarovski: New Instagram Followers
July 1–July 20, 2013

18
Instagram
Key Findings
Visual Commerce The Next Frontier
With consumers more likely to trust and take action
based on user-generated content than brand
advertising, email, or social media,11
Instagram
provides velocity in the purchase funnel. However,
reticent to take users out of the app experience,
Instagram prohibits the use of links in photo captions
and comments, undermining the immediate return on
investment on the platform.
Some brands have attempted workarounds, and
startups have stepped in to fill the void by integrating
Instagram photos into e-commerce experiences outside
of the native platform. Additionally, the new Instagram
direct messaging feature offers brands the opportunity to
respond to comments expressing a desire to purchase.
Accounting for nearly a quarter of social commerce
sales despite having only 5 percent of Facebook’s
users,12
fellow visual platform Pinterest provides
a benchmark for Instagram’s potential. Pinterest
users’ average order value is 126 percent higher than
Facebook’s.13
The impact of user-generated visual commerce
is correlated to the proximity to point of purchase,
highlighting the importance of on-site Instagram
integration. Yet, more than a third (37 percent) of
prestige brands with Instagram accounts fail to link
to them from their brand sites, and just 14 percent
leverage any form of user-generated Instagram content
on site. Only 11 percent of brands provide social
streaming, even though it is a relatively easy means of
incorporating Instagram content.
11. “Just Do It? Consumer Trust In Advertising And Willingness To Take Action,”
Nielsen, September 26, 2013.
12. “2013 Social Commerce Breakdown,” AddShoppers, January 2014.
13. “How Pinterest Tops Facebook In E-commerce,” Internet Retailer, Zak Stambor,
January 6, 2014.
Brand and user-
generated content
streaming on Sally
Hansen’s brand
site can be filtered
by platform.
Driving to e-commerce,
@topshop includes
product codes, prices
and exclusive promo
codes on its posts to
its nearly 1.8 million
followers.
Instagram Brand Site Integration
Percentage of Brands
January 2014, n=249“Engagement is important, but
there is a universe of value that
most brands have yet to unlock with
customer-generated visual content: e-commerce.”
– Pau Sabria Co-founder, Olapic
Instagram
Main Account
On-Site
Instagram Link
On-Site User-Generated
Instagram Content
On-Site Branded
Instagram Content
86%
54%
14% 11%
By commenting
“Buy,” Chirpify
members can
purchase select
products they see on
Instagram.

19
Instagram
Key Findings
Visual Commerce = Conversion
By showcasing user-generated photos on brand site
home pages, galleries, product detail and checkout
pages, brands can tap into the power of visual
commerce. Visual commerce company Olapic reports
that brands experience a 5 to 7 percent increase in
conversion rate and a 2 percent increase in average
order value14
when they incorporate, or link to, UGC on
product pages.
A recent study of more than 130,000 Instagram
posts conducted by researchers at the University
of Wisconsin found that higher shopping rates were
achieved on unfiltered photos containing yellow or
blue, photos with longer captions that did not contain
question marks or exclamations, and photos submitted
by popular Instagrammers who posted less frequently.15
Higher engagement rates, however, were achieved on
unfiltered photos containing green, photos with captions
that include question marks, and photos posted by
high-volume sharers. This suggests that the strategy
for producing content to generate engagement on
Instagram differs from the strategy for curating content
for commerce. Frequently updating photos within curated
collections was also shown to drive sales.
15. “Curating Online Product Displays from Shared Social Media Photos: A Theory-
Based Algorithm,” Purushottam Papatla and Nima Jalali, University of Wisconsin
December 2013.
Source: “Curating Online Product Displays from Shared Social Media Photos: A Theory-Based Algorithm,”
Purushottam Papatla and Nima Jalali, University of Wisconsin December 2013.
Photos of real people replace
reviews on Desigual’s product
pages.
Curated from Instagram, Twitter,
and Pose, the #COACHFROMABOVE
microsite features a gallery and map
of fashionistas sporting Coach shoes
around the globe.
Instagram Variables
Optimizing Instagram for Engagement Optimizing Instagram for E-commerce
Color
Green, not bright Yellow or blue, not bright
Captions
Include question marks Longer captions, no question marks or exclamations
Filters
None (exception: Lo-Fi) None (exception: “other” category)
Users
High-volume sharer High follower number, low-volume sharer
T ???
“Engagement and conversion have separate–
and often contradictory–triggers. As such,
brands should use a mix of criteria when
curating Instagram user photos, in alignment with their
goals for the destination into which the photos are curated.”

20
Instagram
Flash of Genius
West Elm
West Elm’s “Share Your Style” gallery has become
a destination for user-generated interior decorating
inspiration. Launched in September 2013, the gallery has
attracted more than 500,000 visitors16
. Filters, including
the ever-popular pets, allow users to refine their selection.
The gallery allows potential customers to envision pieces
in their own homes and gives existing owners new tools to
style and use pieces.
West Elm recycles Instagram content across its online
and print assets. Pictures from store Instagram accounts
are featured on store locator pages. Product pages
currently promote the gallery and encourage users to
submit photos, with plans for full image integration. The
most recent monthly West Elm catalog featured user-
submitted Instagrams.
West Elm’s shoppable Share
Your Style gallery boosted
site visits.
Photos from West Elm store Instagram
accounts are integrated into the store
directory pages on westelm.com. The January 2014 West Elm catalog featured
user Instagrams and encouraged readers to
submit their own.
Product pages
promote the Share
Your Style gallery and
encourage shoppers
to submit their own
photos.
“We predict that in the near future,
brands featuring visual user-generated
content alongside brand-created content
will be the rule rather than the exception.”

21
Instagram
Flash of Genius
Brand owned social network
FP Me fosters conversation and
commerce—user submitted pics
are shoppable and sharable.
Popular user
submitted photos
stream on Urban
Outfitters and
Free People’s
homepages.
A shoppable
on-site gallery
houses the
best of Urban
Outfitters user
submitted pics.
With #UOSTYLE @UOEurope
encourages seflies from the changing
room stall.
#UOSTYLE
has been used
5,275 times on
Instagram.
Popular pictures and collections from
FP Me are prominently featured on
product pages.
Urban Outfitters and Free People
Instagram’s “selfie generation” is the ideal demographic for
sister companies Urban Outfitters and Free People. The
brands boast more than 1.1 million and 950,000 followers on
the platform, respectively, and each brand posts more than
25 times per week.
The #UOONYOU hashtag has been used over 23,000 times
on Instagram by Urban Outfitters customers to showcase their
style and populate a shoppable on-site gallery. The gallery
boosted time on site by 45 seconds, and generated a 35
percent engagement rate and 15 percent conversion rate.17
Urban Outfitters Europe (@UOEurope) introduced photo-
sharing into the changing room, encouraging consumers to
Instagram their outfits while trying them on.
Free People featured user Instagram images on product
pages as early as July 2012. With the February 2013 launch
of its online style community FP Me, Instagram has become
central to Free People’s e-commerce strategy and built its
own social network. Through FP Me, store stylists, fashion
bloggers, and consumers can create profiles, share style pics,
create collections, and like, comment, share, and follow each
other’s profiles. Instagram integration makes submitting photos
seamless, and FP Me is also incorporated into Free People’s
mobile app. Within FP Me, looks are shoppable and galleries of
popular user-submitted pictures and collections featuring items
are prominently featured on product pages.
Within the first three months 10,000 photos were uploaded
to FP Me; as of January 2014 there are close to 25,000. The
retailer experienced a 42 percent increase in the same-session
conversion rate.18
Pictures submitted with designated hashtags
are also featured in Free People’s monthly online trend catalogs.
17. “Fostering Engagement with User Generated Content,” RJMetrics, October 2013.
18. “FP Me: 10k photos uploaded to Free People’s online style network since March
launch,” Juliana Reyes, Technically Philly, May 30, 2013.

22
Instagram
Flash of Genius
Lancôme
Lancôme’s Project #bareselfie campaign for the newly
launched DreamTone serum product line dared women
to post pictures of themselves without makeup. Within
two months of the August 2013 campaign launch, more
than 500 photos were submitted and the user-generated
gallery posted a 4 percent conversion rate, generating 50
percent of DreamTone’s sales.19
The brand partnered with female blogging community
SheSpeaks, and influencer marketer Style Coalition,
to solicit bloggers to review DreamTone samples. The
bloggers documented their cosmetic journey with before
and after #bareselfies. A collage of 12 bloggers’ before
and after #bareselfies was in an exclusive interactive
advertorial for MarieClaire.com.
An interactive ad on MarieClaire.
com featured blogger
#bareselfies and “skin stories.”
500 women accepted
Lancôme’s dare to
submit #bareselfie
photos of themselves
without any makeup.
The shoppable Project #bareselfie
gallery and Lancôme’s DreamTone
microsite drove sales of the new
product.
SheSpeaks hosted a Twitter party to recruit
bloggers to take #bareselfies and review
DreamTone.

23
Instagram
Key Findings
Facebook Integration
Parent company Facebook serves as a promotion,
content syndication and content solicitation vehicle
for Instagram. Nine out of ten Instagram video shares
occur on Facebook,20
and one percent of brand posts
to Facebook are from Instagram.21
Slightly more than
half of prestige brands feature a Facebook custom tab
highlighting Instagram content.
20. Unruly, October 2013.
21. “How Does Posting Via Instagram Impact Engagement on Facebook?”
Edgerank Checker, October 23, 2013.
Celebrating its loyalty program’s 30th
anniversary, a Neiman Marcus contest
uses Instagram hashtag #NMInCircle
and a Facebook custom tab to accept
submissions, display entries, and
announce winners.
Select photos uploaded through
Facebook are featured on The Ritz-
Carlton Instagram account.
A Facebook photo album of
pictures submitted by Cole Haan
Instagram followers is among its
most popular content and has
been liked 2,300 times.
Carol’s Daughter uses
Facebook to promote
Instagram-exclusive
offers and page
content and often
reposts its followers’
Instagrams.
Instagram Facebook Integration
Percentage of Brands
89%
54%
6%9%12%
Instagram
Main Account
Instagram
Custom Tabs
Promoted Instagram
in Last 30 Days
Solicited
Instagram UGC
in Last 30 Days
Curating/Displaying
Instagram Content
Custom Tabs

24
Instagram
Flash of Genius
White House | Black Market
#WearWhatWorks
Proving selfies aren’t just for teens, as far back as 2009
White House | Black Market noticed customers
sharing pictures of themselves on Facebook in their
clothes. Looking to harness that natural social sharing
inclination, the brand partnered with Olapic to curate,
publish, and enable shopping on user-submitted photos
on the brand’s e-commerce site and Facebook page
using the #WearWhatWorks hashtag.
The #WearWhatWorks campaign launched in August
2013 with the support of television advertising, in-store
signage, print catalog features, email marketing, paid
social advertising, and a sweepstakes that garnered
more than 75,000 entries for a chance to win a $2,500
gift card.22
Within the first month, the use of the hashtag
grew by 42 percent23
, and by October, the brand had
received 12,000 photo submissions from Facebook, Twitter,
Instagram, and the brand site.24
Over 1,600 photos bear the
#WearWhatWorks hashtag on Instagram. The photos are
aggregated in a shoppable on-site gallery. A gallery of 4,700
images is also featured on the brand’s Facebook page,
where fans can submit and shop images.
Based on the initial success, White House | Black
Market continues to extend the gallery, incorporating new
hashtags, including the latest, #GOODJEANS. To herald
the opening of its first store in Canada, the brand launched
the #feelbeauty hashtag, donating a dollar to the Children’s
Miracle Network Hospitals for each image received. The
retailer plans to further integrate visual commerce by
placing user-submitted images on product pages.
22. “White House Black Market Turns Customers Into Stylists With
#WearWhatWorks,” Alicia Fiorletta, Retail TouchPoints, November 20, 2013.
24. Ibid
The #WearWhatWorks gallery receives
an average of 20 photo views per visit.
A Facebook custom tab
also features the shoppable
#WearWhatWorks gallery.
The brand site home page and
Facebook header graphic continue
to promote the hashtags.
A dollar was donated to
the Children’s Miracle
Network Hospitals for
each #feelbeauty photo.

25
Instagram
Key Findings
Instagram Advertising
With the release of the November 1, 2013 sponsored
post from Michael Kors, Instagram became the latest
social platform to launch an advertising product. The
move strengthens Facebook’s mobile advertising position
as it continues to eat away at Google’s dominant share
of mobile ad revenue. Fueled by nearly ubiquitous
smartphone penetration and utilization of mobile-first
apps like Instagram, the 21.7 percent of digital ad spend
allocated to mobile in 2013 is expected to rise to 48.4
percent by 2017.25
Unlike big brother Facebook, Instagram is currently not
utilizing third-party exchanges, and only sells ads direct.
Careful not to alienate its community, the platform has
slowly rolled out ads and instituted internal ad reviews for
quality control. Instagram was very selective with its initial
set of advertising partners, which, in addition to Michael
Kors, include Adidas, Ben & Jerry’s, Burberry, General
Electric, Levi’s, Lexus, Macy’s, PayPal, and Starwood. Ad
targeting is currently limited only to age and gender, but
Instagram continues to develop its algorithm to include
factors such as location and other accounts followed.
Initial results indicate Instagram ads are effective
at providing reach, boosting community sizes, and
increasing awareness. Even with limited exposure,
brands on average saw a 32 percent increase in ad recall
and a 10 percent lift in brand message awareness.26
Reportedly, more than 5 percent of ad impressions
converted to likes.27
25. “Mobile Gains Greater Share of Search, Display Spending,” eMarketer, August
21, 2013.
26. “First Look—Measuring the Effectiveness of Brand Advertising Campaigns on
Instagram,” Instagram, December 2013.
27. “Over 5% Of Instagram Ad Views Have Led To Likes, Signaling Big Potential,”
Josh Constine, TechCrunch, November 6, 2013.
Reach: 9.8 million U.S. consumers
Ad Recall: 33-point lift
Brand Awareness: 17% increase
Source: Instagram, December 2013.
New Followers: 33,000 in 18 hours, 16x average
Likes: 218,000 in 18 hours, 16x average
Source: Nitrogram, November 2013.
Ad Recall: 24-point lift
Source: Instagram, December 2013.
Reach: 5.3 million
New Followers: 14,000 in 48 hours, 75x average
Likes: 264,000 total, 70x average engagement
Engagement: +128% 30 days after
Source: L2ThinkTank

26
Instagram
Flash of Genius
Macy’s Floats Instagram Advertising
In addition to live-posting images from its annual
Thanksgiving Day Parade, Macy’s aggregated fan
Instagram and Twitter posts with the #macysparade
hashtag on the parade’s microsite. More than 22,000
#macysparade photos were posted to Instagram.
@macys garnered 1,400 new Instagram followers on
Thanksgiving Day.
Building on the momentum, Macy’s, one of
Instagram’s pilot advertisers, chose to debut its first
ads on the heels of the parade. The retailer released
ads on November 29th and December 1st, receiving
156,173 likes (65.6 percent engagement) and 107,563
likes (45.2 percent engagement), respectively. The
average engagement on Macy’s ad posts was 70 times
that of the brand’s non-sponsored Instagram posts
in November and December. Assuming 5 percent of
impressions converted to likes, the ads reached a
combined audience of 5.3 million.
Within the first 48 hours of the November 29th ad
@macys gained nearly 14,000 new followers, growing
15 percent, 75 times the average daily increase for the
previous 30 days. Over the two weeks in which the
ads ran, nearly 42,000 new followers were added. In
the 30 days following the first ad, the @macys account
engagement rate increased 128 percent over the previous
30 days, suggesting the long-term effects of participating
in advertising.
Macy’s Daily Instagram Follower and Engagement Growth
November–December 2013
Engagement on #macysparade
posts was 1.3 times that of other
November posts, and ad posts
were 70 times.
The Macy’s Thanksgiving Day Parade
microsite aggregated #macysparade
Twitter and Instagram posts.
Macy’s ads spurred follower
and engagement growth.
2 3
Nov 1
1,000
0
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
0.20%
0.00%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
Dec 1Nov 15Nov 8 Nov 22 Dec 8 Dec 22Dec 15 Dec 31
NewFollowersPerDay
EngagementRate
1
3
2
22k
#macysparade pics
1,400 new followers
Thanksgiving Day
41,800 new followers (+44%)
within 2 weeks of ads
30 days after ads,
engagement rate +128%
Macy’s Instagram ads
posted 11/29/13 and 12/1/13
14,000 new followers in first 48 hours:
+15%, 75x average daily increase
1
New Followers Engagement Rate

27
Instagram
Flash of Genius
Starwood Hotels & Resorts
Guest Galleries
Instagram’s geotagging capability makes it ideal for
travelers and travel brands. Instagram’s photos and videos
act as an extension of reviews, providing another way
to inspire, document, and share travel experiences. City
hashtags allow prospective travelers to explore, while
brands use the platform to showcase their properties.
After witnessing an explosion in mobile bookings, and
inspired by the more than 40,000 Instagrams per month
already being posted by its guests, Starwood Hotels
& Resorts is integrating Instagram photos and videos
into all of its more than 1,150 property websites.28
Using
the #SPGLife hashtag, guests can add to the galleries
customized for each of Starwood’s nine brands. Book
Now buttons on gallery posts convert browsers to
bookers. As of late January, more than 8,500 Instagrams
were hashtagged #SPGLife.
Extending its prowess, on January 24th, Starwood
became the first travel brand to advertise on Instagram. The
ads feature properties across its portfolio and link to both
the @spg and individual brand accounts.29
28. “Starwood Hotels & Resorts among the First to Feature Instagram on All
Property Websites Showcasing the 40,000 Images Guests Capture and Share
Every Month,” Starwood Hotels & Resorts Worldwide, Inc., December 11, 2013.
29. Starwood Is the First Travel Brand to Advertise on Instagram,” Jason Clampet,
Skift, January 23, 2014.
Instagram posts in the Guest Galleries are
filterable by suites, features, rooms, and dining,
providing an inside look at Starwood properties
from the guest’s perspective.
Book Now buttons
on posts in the
Guest Galleries drive
conversion.
Scheduled to run
from January 24th
through February
4th, Starwood ads
incorporate the
#SPGLife hashtag.

28
Instagram
Key Findings
Instagram Direct
A direct shot at rival Snapchat, Instagram’s new feature
direct messaging opens the platform as a customer
service vehicle.
Within hours of the December 12, 2013
announcement, Gap, Benefit Cosmetics, and Michael
Kors had launched contests to test the capability.
Brands are primarily using Instagram Direct to deliver
personalized messages in exchange for user-generated
content and to notify Instagram contest winners.
Model Joan Smalls was
@EsteeLauder’s guest
Instagrammer.
The #MKDirect
hashtag was used
850 times in an
attempt to get a
direct message from
Michael Kors.
@gap was the
first brand to use
Instagram Direct.
1

29
Instagram
Flash of Genius
Estée Lauder
For three days in December, Estée Lauder turned over its
Instagram account to its spokesmodel, Joan Smalls, who
has an Instagram following four times that of the Beauty
brand. On her final day as guest Instagrammer, Smalls
promised in English and Spanish a surprise from the Estée
Lauder account via Instagram Direct to the first 100 people
posting to Instagram with #perfectpresents. Over the three
days, account engagement was 2 percent higher than the
previous month and 2,000 new followers were added.
@EsteeLauder Daily Instagram Follower and Engagement Growth
November–December 2013
New Followers Engagement Rate
700
600
500
400
300
200
100
0
1.10%
1.08%
1.06%
1.04%
1.02%
1.00%
0.98%
0.96%
NewFollowersPerDay
EngagementRate
Nov 25 Nov 27 Nov 29 Dec 3Dec 1 Dec 5 Dec 7 Dec 9 Dec 11 Dec 13 Dec 15 Dec 17 Dec 19 Dec 22
Model @joansmalls begins as
guest Instagrammer
Promised 1st 100
#perfectpresents posts
a special surprise via
Instagram Direct
In three days added
2,000+ new followers
The first 100
people to post
a photo with
#perfectpresents
were promised an
Instagram Direct
surprise.

30
Instagram
The Team
Scott Galloway
Professor of Marketing, NYU Stern
Founder, L2
Scott is a Clinical Professor at the NYU Stern School of Business, where
he teaches brand strategy and digital marketing, and is the founder of L2,
a think tank for digital innovation. Scott is also the founder of Firebrand
Partners, an operational activist firm that has invested more than $1
billion in U.S. consumer and media companies. In 1997, he founded Red
Envelope, an Internet-based branded consumer gift retailer. In 1992,
Scott founded Prophet, a brand strategy consultancy that employs more
than 250 professionals in the United States, Europe, and Asia. Scott was
elected to the World Economic Forum’s Global Leaders of Tomorrow.
Scott has served on the boards of directors of Eddie Bauer (Nasdaq:
EBHI), The New York Times Company (NYSE: NYT), Gateway Computer,
and UC Berkeley’s Haas School of Business. He received a B.A. from
UCLA and an M.B.A. from UC Berkeley.
Pau Sabria
Olapic
Pau is co-founder and CEO of Olapic, a company that helps brands and
retailers increase sales by integrating customer photos and videos into the
shopping experience. Sabria studied Electrical Engineering at Universitat
Politècnica de Catalunya in Barcelona and graduated with a thesis in
distributed video coding at Purdue University, Indiana. He then joined The
Boston Consulting Group, where he worked for 3 years and co-founded
Olapic while completing his MBA at Columbia University.
Maureen Mullen
Director of Research & Advisory, L2
Maureen leads L2’s research and advisory practice, where she helped
develop the Digital IQ Index®
. She has benchmarked the digital marketing,
e-commerce, and social media efforts of more than 300 brands across
pharma, auto, luxury, specialty retail, beauty, and the public sector.
Maureen also has led digital strategy consulting engagements for a variety
of Fortune 1000 clients. Before joining L2, Maureen was with Triage
Consulting Group and led managed-care payment review and payment
benchmarking projects for hospitals, including UCLA Medical Center,
UCSF, and HCA. Maureen has a B.A. in Human Biology from Stanford
University and an M.B.A. from NYU Stern.
R. Danielle Bailey
L2
Danielle began her career at The Home Depot, Inc., where she led a
variety of internal consulting engagements focused on supply chain,
merchandising, and in-store process improvement. She went on to
manage the implementation of award-winning mobile initiatives for
several large media clients, including The New York Times Company,
NBCUniversal, Disney/ABC, Maxim magazine, and Zagat. At L2 she has
benchmarked the digital competence of brands spanning the specialty
retail, public sector, pharma, wine and spirits, travel, and financial services
industries. Danielle has a B.S. in Systems Engineering from the University
of Virginia and an M.B.A. from NYU Stern.
Qiuping (Andrea) Wang
L2
Andrea has five years of working experience in telecom industry, helping
brands like LG and Motorola develop integrated marketing communication
strategies and campaigns for the Chinese market. During the MBA
exchange program at NYU Stern she demonstrated a strong interest in
digital marketing. She has a B.A. in Journalism and Communication from
Peking University and an M.B.A. from Hong Kong University of Science
and Technology (HKUST).
Joy Duo
L2
Joy holds a B.S. in Economics from University of International Business and
Economics (UIBE) in Beijing and is currently a second year M.B.A student at
ESADE Business School in Barcelona. She began her career as an analyst
at Mercer Consulting, where she also led the Beijing office’s global client
management. She recently completed the M.B.A exchange program at NYU
Stern developing a strong interest in marketing and technology. She is also
a part-time fashion editor, covering the Chinese fashion market and social
media for a Milan-based business intelligence company.
Carol Ho
L2
Carol has a B.Sc in Biomedical Science from King’s College London and
an M.B.A. from the Hong Kong University of Science and Technology
(HKUST). She began her career at Pfizer, where she led cross-functional
teams to deliver global projects on regulatory approvals, streamline
processes and establish the Asia hub. While pursuing her M.B.A., Carol
worked part-time supporting the digital marketing and E-commerce
functions for a luxury brand.
Aaron Bunge
L2
Aaron is an art director who specializes in data visualization, collateral,
branding and identity, packaging, and web design. His approach is
aesthetic and functional, characterized by clear, intelligent design
appropriate to the project at hand. He began his career tailoring projects
for the Chinese, Australian, and U.S. markets across multiple design
disciplines and in multiple languages. Aaron has a B.F.A. in Graphic Design
from Iowa State University.
Nary Han
L2
Nary is a designer specializing in data visualization, branding and identity.
She has experience in areas ranging from motion graphics, interactive and
environmental experiences, and graphic design. She has worked in many
areas to design, conceive, and execute identities for several clients including
Fidelity, Vivo Health & Wellness, and NASDAQ. She graduated with a B.F.A.
from Parsons School of Design.
Radhika Patel
L2
Radhika Patel is a graphic designer who specializes in publication design as
well as data visualization. She has experience in motion graphics, electronic
media, experience design, and animation. Before joining the L2 team she
worked at The Royce J. and Caroline B. Watts Museum in West Virginia.
Radhika received her B.F.A. in Graphic Design from West Virginia University.
A special thank you to Stasha Rosen, Jenny Shen, and Bing Wu.

31
Instagram
About L2 ?
L2 is a think tank for digital innovation.
We are a membership organization that brings together thought leadership from
academia and industry to drive digital marketing innovation.
RESEARCH
Digital IQ Index®
: The definitive benchmark for online competence, Digital IQ Index®
reports score
brands against peers on more than 600 quantitative and qualitative data points, diagnosing their digital
strengths and weaknesses.
L2 Collective®
: Series of benchmarking reports designed to help member brands better understand
resources, human capital, budgets, and priorities supporting digital strategies.
EVENTS
Forums: Big-picture thinking and game-changing innovations meet education and entertainment.
The largest gatherings of prestige executives in North America.
300+ attendees
Clinics: Executive education in a classroom setting with a balance of theory, tactics,
and case studies.
120–180 attendees
Working Lunches: Members-only lunches led by digital thought leaders and academics.
Topic immersion in a relaxed environment that encourages open discussion.
40–80 attendees
CONSULTING
Advisory Services: L2 works with brands to garner greater return on investment in digital initiatives.
Advisory work includes Digital Roadmaps, Social Media Strategy, and Organizational Strategy engagements.
MEMBERSHIP
For membership info and inquiries: membership@L2ThinkTank.com
Upcoming Events
BREAKFAST & LUNCH: INSTAGRAM
February 13, 2014 · NewYork City
LUNCH: SPIRITS
February 27, 2014 · NewYork City
BREAKFAST: EU BEAUTY
March 5, 2014 · Paris
March 7, 2014 · London
CLINIC: PROGRAMMATIC MEDIA
March 11, 2014 · NewYork City
LUNCH: HAIR CARE
March 18, 2014 · NewYork City
Upcoming Research: Q1 2014
DIGITAL IQ INDEX®
REPORTS:
Beauty: France
Food
Beer
Beauty: UK
Spirits
L2 INTELLIGENCE REPORTS:
Amazon
Mobile
Tablets

A THINK TANK
for DIGITAL INNOVATION
155 Wooster Street, 2nd Floor
New York, NY 10012
L2ThinkTank.com
info@L2ThinkTank.com
© L2 2014 L2ThinkTank.com Reproductions Prohibited
This report is the property of L2 Think Tank. No copyrighted materials may
be reproduced, redistributed, or transferred without prior consent from L2.
L2 reports are available to L2 Members for internal business purposes.

L2-Intelligence-Report-Instagram-2014

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a L2-Intelligence-Report-Instagram-2014

Similar a L2-Intelligence-Report-Instagram-2014 (20)

L2-Intelligence-Report-Instagram-2014