Contact Information

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
Canada
Telefono: (+1) 403 262 3006
Email:

Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

Telefono: (+1) 4035600315

Conor Brady

Conor Brady

Chief Creative Officer
Grant Owens

Grant Owens

Chief Strategy Officer
Lee Tamkee

Lee Tamkee

Chief Financial Officer
John McLaughlin

John McLaughlin

Chief Operating Officer
Diane Heun

Diane Heun

SVP, Business Development

Telefono: (+1) 508 541 5336

Lisa Penelton

Lisa Penelton

SVP, Strategy

Basic Info

Competenze Principali: Advertising/Full Service/Integrata, Digital, Mobile Marketing, Social Media Marketing, E-Commerce, Search Engine Optimization, Servizi di Marketing, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Ricerche di Mercato/Consulenza, Marketing Technologies / Analytics, Media Buying / Planning, Branding / Product Development, Strategy and Planning, Finanza, Tecnología, Servizi Online, Pubblica Amministrazione, Distribuzione, Beauty, Fashion, Luxury Goods, Travel and Tourism, Consumer

Fondata nel: 1996

impiegati: 950

Premi: 174

Creazioni: 82

Clienti: 24

Competenze Principali: Advertising/Full Service/Integrata, Digital, Mobile Marketing, Social Media Marketing, E-Commerce, Search Engine Optimization, Servizi di Marketing, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Ricerche di Mercato/Consulenza, Marketing Technologies / Analytics, Media Buying / Planning, Branding / Product Development, Strategy and Planning, Finanza, Tecnología, Servizi Online, Pubblica Amministrazione, Distribuzione, Beauty, Fashion, Luxury Goods, Travel and Tourism, Consumer

Fondata nel: 1996

impiegati: 950

Premi: 174

Creazioni: 82

Clienti: 24

Critical Mass

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
Canada
Telefono: (+1) 403 262 3006
Email:
Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

Telefono: (+1) 4035600315

Conor Brady

Conor Brady

Chief Creative Officer
Grant Owens

Grant Owens

Chief Strategy Officer
Lee Tamkee

Lee Tamkee

Chief Financial Officer
John McLaughlin

John McLaughlin

Chief Operating Officer
Diane Heun

Diane Heun

SVP, Business Development

Telefono: (+1) 508 541 5336

Lisa Penelton

Lisa Penelton

SVP, Strategy

This Auto Brand Drove Instagram Disruption

INFINITI doesn’t have an infinite Instagram following, but the brand wins in the growth department. In 2018, INFINITI’s following grew by 88%, the second-highest rate in Gartner L2’s Digital IQ Index: Auto US. To reach new audiences and gain followers, INFINITI honed in on two tried-and-true tactics: hashtags and user-generated content.

INFINITI averaged 1.77 hashtags per Instagram post in 2018, a high number that reflected a consistent mix of generic and branded hashtags. While branded hashtags allow INFINITI to centralize content pertaining to its lineup, generic hashtags allow for visibility on Instagram’s Explore page and provide the opportunity to reach a new pool of Instagram users. Evidently, this basic strategy works, as a photo that included both ‘#ElectricCars’ and ‘#ConceptCar’ in the caption scored two times the brand’s average daily follower growth.

INFINITI also used UGC campaigns to grow its following, soliciting content under a single hashtag ‘#fansofINFINITI.’ The brand used the hashtag in about a fifth of posts in 2018 and received almost double its average engagement on these posts—in part because the brand re-posted content from accounts that have substantial followings themselves.

But INFINITI’s savviest hashtags were actually those of its competitors. To disrupt the competition on Instagram, INFINITI used Audi and Lexus’s model hashtags (e.g., #AudiQ5 and #LexusRX) and competitor comparison hashtags (e.g., #QX50vsQ5 and #QX50vsRX) in its captions. This tactic increased the chances that INFINITI’s content would surface in the feeds of Instagram users who followed Audi or Lexus, and subsequently lure them to INFINITI’s account.

Auto brands are beginning to target their competitors on social channels, a tactic borrowed from the search realm, where this predatory behavior is already prevalent. As Gartner L2 observed in Auto US: Disruption, 52% of OEMs place text ads against their competitors’ brand and model terms on Google search.

Read more here: https://www.l2inc.com/daily-insights/this-auto-brand-drove-instagram-disruption