1. THE
C A M P A I G N
BY:

2. THE
C A M P A I G N
ADRIANA GREEN
KATRINA FORTNER
HOLLIE KNAPP-FISHER
SAMANTHA TOMSETTBY:

3. THE
C L I E N T

4. THE
C L I E N T

6. T H E
CLIENT
THREE BOUTIQUE
• Located at 268 Princess, Kingston, ON
• Clothing Boutique opened in 2010
• Owned by Cyndy Gibson
• Target 18-25 year old females
• A must stop for trendy downtown girls
• Carries brands such as Volcom, Only etc.
THREE BOUTIQUE GOALS
• Bring new customers in store
• Utilize new and growing social media platforms
• Gain followers on social media
• Not to give a discount as incentive
• Develop potential consumer database/house list

7. THE
T A R G E T

8. T H E
TARGET
TARGET MARKET
Our target market, aged 18-25, is very social and in the
process of self-discovery. They are tech-savvy and enjoy
sharing images and ideas with their peers. The target
market values image, differentiation and unique style
concepts. These individuals are socially connected to the
Kingston community and are involved with the local
culture. These females are interested in accessing
exclusive brands and portraying a fashion forward image.
These women are attending school or working in
Kingston.
TARGET MARKET SELECTION
Why Chose This Demographic?
• It directly correlated with Three’s target
• Active social media users
• Active in the Kingston Community
• Currently attend school / work in Kingston

9. THE
L I S T
Developed using the hashtags ygk and Kingston

10. THE B I G I D E A

11. THE B I G I D E A
# INSTASTYLE

12. T H E
BIGIDEA
STYLE IS EASY AS 1- 2 - THREE
TRY IT, SHARE IT, WIN IT!
• Selected women will be invited to share their style at Three
Boutique for the chance to win a $40.00 gift card
• With the option to bring a friend, contestants will then create
their own ideal looks
• After choosing their garments and accessories, participants will
be given a heart by Three’s sales staff
(this heart represents the “like” heart on Instagram)
• Contestant will strike a pose with the Instagram Heart
• Contestant posts image to personal Instagram account
• The winner of this contest is determined by the highest number
of “likes” per entry
• Hashtags #Instastyle and #threeboutique must be incorporated
and user must follow @threeboutique
THE WINNER:
The entry with the highest number of likes will then win
a $40.00 gift card courtesy of Three Boutique

13. THE M E S S A G E

14. T H E
MESSAGE
OFFER
• Opportunity to win a $40.00 gift card courtesy of Three
Boutique
• Offer chosen to encourage contestants to enter the store
and encourage purchase through engaging with Three
Boutique styles
• $40.00 gift card offered to 25 contestants
• Incentive is enough to create interest; odds are high and self
driven for contestants to win
APPEAL
Urgency was utilized to motivate contestants to enter the store
and post their images. The earlier they post their images, the
potential to win increases as it has a longer exposure to
Instagram users.

15. THE C H A N N E L

16. THE C H A N N E L

17. T H E
CHANNEL CHANNEL – Instagram
Instagram is a hot new social media platform that is
rapidly changing how we look at picture sharing. With the
ability to filter photos an used hashtags your picture has
the opportunity to be seen by millions - if used properly.
Users build a profile, follow images of interest and can
collect followers. Although Instagram is new to the
“marketing world” we can already see it will make a great
tool.
WHY?
This channel was chosen because it is highly interactive,
constantly updated and often checked by users because
of its convenience. With smart phones users have access
to your images at every moment. Females 18-25 are the
main users that upload photos of their outfits and style
choices, which suited the goals of both the client and the
campaign.
•Instagram was used to keep track of the participants,
their photos and their likes.
•Instagram is new to marketing so it does not yet have
defined stats on redemption. The average for a Direct
Marketing Campaign is 2%

18. T H E
CHANNEL
"Instagram is a great photography app,
and I love the numerous social
networking features. It’s also a great
Resource for creative inspiration"
Instagram iPhone Photography App Review (n.d.). In About.Com.
Retrieved April 25, 2013, from
http://ipod.about.com/od/iphoneappsreviews/fr/instagram-app-
review.htm

19. T H E
CHANNEL
"According to the company's press site,
the app and service reached the 100 million
active user mark last February. That
community uploads 40 million photos a
day, hits the Like button 8500 times per
second, and comments 1000 times per second."
Instagram (for iPhone) (2013, April 9). In PCmag.com. Retrieved April
25, 2013, from http://www.pcmag.com/article2/0,2817,2387146,00.asp

20. THE
C R E A T I V E

21. T H E
CREATIVE
FIRST IMAGE
The Invitation:
Image sent to all 100 people on the
compiled list
#INSTASTYLE

22. T H E
CREATIVE
SECOND IMAGE
The Ticket:
Sent to the first 25 people who liked
the invitation
#INSTASTYLE

23. T H E
CREATIVE
THIRD IMAGE
REMINDER:
Sent to all people following
@threeboutique
#threeboutique
#INSTASTYLE

24. T H E
CREATIVE
FORTH IMAGE
WINNER:
Sent to the contestant with the most
likes on their image
#INSTASTYLE

25. T H E
CREATIVE
#INSTASTYLE
IN THEIR PHOTO
ALL CONTESTANTS:
Must have this cardboard cut-out in
their photos

26. T H E
CREATIVE
#INSTASTYLE
IN THEIR PHOTO
ALL CONTESTANTS:
Must have this cardboard cut-out in
their photos
EXAMPLE

27. THE R E S U L T S

28. T H E
RESULTS STATIGRAM
Is a free analytic program used to measure statistics on
Instagram such as fun facts (which photos gained more
followers, etc), growth monitoring of account, community
insights and account history.
Statigram was a valuable tool in this campaign as it gave
statistics not only useful for this campaign but for the future
success of the account.
With full control of the Instagram account - @threeboutique –
we had full access to statigram information and were able to
use this site for metrics for the campaign. The Instagram
account was also monitored for photo likes and followers of the
store.
After posting the first photo on March 20,2013
According to Statigram.com, @threeboutique has:
• 1,738 likes from 84 photos
• 143 followers
• 7.69% spread rate (engagement beyond their followers)

29. T H E
RESULTS COST PER PIECE:
As a digital direct campaign, there were no print costs ($0)
The contest photo was sent directly to 100 people
Cost per piece sent:
= $0 / 100 contestants
= $0
LIFE TIME VALUE OF A CUSTOMER
Average Customer: 6 x /year
Attrition of Customer: 4 years (based on average time at University)
Average sale: $50
Lifetime Value of Customer: Lifetime Value of Campaign:
= 6 x 4 = 1,200 x 4 (contestants)
= 24 x ($50) = $ 4,800
= $1,200
Therefore the LTV of this Campaign is $4,800
RETURN ON INVESTMENT (ROI)
= $4,800 - $40 (Prize/Gift Card)
= $4,760
This campaign over 4 years will generate $4,760

30. T H E
RESULTS
#INSTASTYLE CONTEST WINNER
With 48 likes: @miamissmiaa

31. THE
A N A L Y S I S

32. T H E
ANALYSIS ANALYSIS
Overall we believe that our campaign was a huge success. With our
redemptions reaching 16% in only a 2 week margin the results are
more than we could ask for. By using Instagram as our only source
of advertising we kept cost low and still reached a wide audience.
We would however suggest the following for future insta-style
campaigns.
• Have the campaign run longer than 2 weeks. With a longer time
for students to get in store the likely hood of redemptions should
rise.
• Choose a different launch time that does not conflict with exams.
This campaign is versatile and can be run any season.
• Have the hearts in the change rooms for all customers to
participate. We limited our reach to 100 current Instagram users.
By keeping this tactic but also opening it to the public you can
build your database and get consumer while they are in store.
• Print materials such as posters, tent and rack cards, micro-sites
and in-store information can be used to promote this campaign
in the future.
• Campaign can run with Agent 99, and Blueprint, as well as
Three Boutique. Either all at the same time or consecutively.
• By making the “prize” more interactive it may also draw a higher
redemption. We would suggest a “win what your wearing”
scenario.

33. # INSTASTYLE

34. # INSTASTYLE
at