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Case study: Instagram, presented by Lauren Salazar

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SocialMedia.org
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In her Brands-Only Summit presentation, Weight Watchers' Lauren Salazar shares a case study on how they're leveraging Instagram. She goes into detail about their Instagram strategy and talks about their top-performing video campaign, user-generated content, and more.

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 Case study: Instagram LAUREN SALAZAR WEIGHT WATCHERS
January 26, 2016 Case Study: Instagram Lauren Salazar Director, Social Media
I?AMWHO
• On Instagram Since 2012 • 305,000 Followers • 800 pieces of content to date • Our strategy is one part US, two parts THEM • We have a lot of NEW stuff this year • Measurement and Media Plans are on my other laptop. You Need To Know Before I Start
today’s • Photo & Video Best Practices • Leveraging UGC • Influencer & Celebrity Integration • Experiential on Instagram
make a video Why It Works 1.Simple 2.Seasonal 3.Sound off
make a video Point lift in Ad Recall, 3x platform benchmark +29 Higher Video Completion Rates 36% Significant lift in Purchase Consideration
if something works, do it
get to sell
what’s not working
celebrate when
sometimes = big difference
your community is a
practice
let others you
shine a spotlight on
shine a spotlight on
shine a spotlight on
shine a spotlight on
take your to shine Views in 24 hour period ~2MM Exceeded platform engagement benchmarks
turn event setups into Instagram
Seven Sacred Lessons of Instagram 1. Build For Sound-Off, Swipe Through 2. Find Your Formula and Work It 3. It’s All About Perspective 4. Regram and Replicate, Repeat 5. Give Up Control 6. Bet Big on Big Moments 7. Make Experiences ‘Grammable
Thank You Lauren Salazar Director, Social Media lauren.salazar@weightwatchers.com @sassandglitter
Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

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Case study: Instagram, presented by Lauren Salazar