This document discusses how to create inspiring imagery at scale for brands. It recommends developing a unique point of view, visual identity, and beautiful images. It suggests creating a brand strategy, mood board, and photography guidelines to establish these. It also recommends evolving content capabilities like stock, co-creation, and assets. Finally, it stresses the importance of curating images that align with the visual identity and pass the "would you hang it on your wall" test. The goal is to inspire 300 million+ users with high quality branded content.
42. Align to Visual Identity
Use of natural light
Styling and camera composition
Re-touching
Images you would hang on your wall
@kraft
LOOK FOR:
IG about Inspiration
Brands need to be additive
Start with who’s doing it best
Willitbeard
People who love beards
Unique POV
Grant:
Rafael Mantesso
Sketches
Visual Identity
Grant:
Grant:
Murad Osman
Follow Me
Beautful Images
Grant:
Grant:
What they have in common
Unique POV
Visual Identity
Beautiful images
Edlynne:
Edlynne:
Edlynne:
Edlynne:
Capital One launched a campaign on instagram based around memontos that people kept in their wallet playing off their tagline – what’s in your wallet.
Scott keeps an old love letter in his wallet from a past relationship. Reading it always inspires him to be his best self. What’s in your wallet? @pauloctavious for #walletstories
Edlynne:
Derek keeps this pick in his wallet because he’s always had a passion for music. Now he does what he loves for a living. What’s in your wallet? @zachdriftwood for #walletstories
Edlynne:
"I carry this photo in my wallet to remember where my adventure started as a photographer." What’s in your wallet? @zachdriftwood for #walletstories. #photography #roadtrip #tbt
Edlynne:
Mercedes used instagram to showcase a new series of car models geared toward to their younger prospective audience. They showcased their product in lifestyle environments – showing people and scenarios taking advantage of winter.
Their content was locally relevant, matched the season
Edlynne:
Edlynne:
Edlynne:
Looking across these three examples, we see the same things that we saw with the personal accounts.
Successful brands have a unique point of view, visual identity and share beatfiul images.
Now we’ll share a framework that can be used to help you/your clients inspiring images.
Edlynne:
The unique POV really boils down to your brand strategy. …… [Edlynne you can speak to this however you feel is appropriate. Basically it’s brand strategy and the creative process. Linking back to your brand insight to develop interesting content themes)
Next are some examples to show some that unique POV
Edlynne:
Talk about this case study:
http://blog.business.instagram.com/post/98901450706/mercedes-benz-usa-turns-to-facebook-and-instagram
Edlynne:
Talk about this case study:
http://instagram-static.s3.amazonaws.com/Chobani_CaseStudy_FINAL.pdf
Edlynne
Talk about this case study:
http://instagram-static.s3.amazonaws.com/TacoBell_CaseStudy_FINAL.pdf
Visual Identity
Consistent identity unique to the brand
3 steps
Virgin Mobile
Wireless Company
Step 1
Align on common set of attributes
Historically brands have given us ..
Ease of understanding
Consistent nomenclature to internal/external
Talk through example
Step 2
20-30 representative images
Mood board
Step 3
Objective is align
Address discrepancy
Update the moodboard
Create a mood-board that aligns to ideal look and feel as described in step 1.
Validate findings
People unfamiliar with brand
From moodboard create photography guidelines
Key part with brand strategy
Great tool for curation
Final Piece
Table stakes
Why instagram offers production
Capabilities and curation
Capabilities have evolved
Stock
Microstock
Existing assets
Photographer
Co Creation
Final Piece – Curating beautiful images
Example – Kraft
Need high standards
Tell the story you want to tell
Wall test
Same brief
Very different outcome
Good – I would hang this on my wall
Not good – I would not
Inspiring images hard
Best have 3 common traits
Framework we have used to do this at scale