State of the Curl Nation Instagram Map Campaign
Social Media
Web
Media Planning & Strategy
Project Overview
Nothing But Hair Care has a very specific target consumer: primarily African-American women who wear their hair naturally curly. These women are extremely tech savvy and love to share with their community, so when we were brainstorming our next campaign we knew Instagram was the place to go. Working with Nothing But, Vert created the “State of the Curl Nation” – integrating directly with Instagram’s API to create a custom map on Nothing But’s website that displayed Instagram mentions of the branded hashtag #nothingbuthair. By posting to Instagram with that hashtag and turning on their Photo Map, women across the country could share their style with the natural hair community. The landing page also incorporated popular style-specific hashtags, encouraging women to explore different styles throughout the US and spend more time on the site. Screen Shot 2013-10-29 at 11.43.13 AM During the five-week campaign, almost 9,000 women visited the map, spending an average of just over 3 minutes on the page per visit. Site traffic was through the roof, more than double the average compared to previous months and the previous year! There were over 59,000 mentions of all tracked hashtags, led by the incredibly popular #naturalhair tag. The branded #nothingbuthair hashtag saw almost 300 mentions, which continue to increase even after the end of the campaign. The campaign included weekly giveaways, but the map will live on as a resource for Nothing But and their customers. The effort was supported by hyper-targeted Facebook ads, contextually relevant Google Display Network banners and a media partnership with Naturally Curly and CurlyNikki. Vert is already investigating options for key partnerships in the future with influencers in the natural hair community. Explore the State of the Curl Nation map live here.Client
M&M ProductsTags
instagram
social media
hashtags
mashup
Google Maps
photos
tagging
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