Contact Information

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
加拿大
电话: (+1) 403 262 3006
电子邮箱:

Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

电话: (+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

Executive Vice President, Business Development

电话: (+1) 508 541 5336

Lisa Penelton

Lisa Penelton

Executive Vice President, Strategy

Basic Info

核心能力: 广告/全方位服务/整合传播, 互联网及数字媒体全服务广告公司, 移动通讯营销, 社交媒体营销, 电子商务, 搜索引擎优化, Web Design, 营销/创意服务, 直销/电话营销/数据库营销/客户关系管理, 品牌内容/娱乐, 市场研究/咨询, 营销技术/分析, 媒介购买/企划, 品牌/产品开发, 战略与策划, 保健, 金融, 技术, 在线服务, B to B, 企业形象,公益,非盈利, 零售, 美容、时装、奢侈品, 旅行和旅游, 消费者

成立年份: 1996

员工: 950

奖项: 177

创意作品: 91

客户: 22

核心能力: 广告/全方位服务/整合传播, 互联网及数字媒体全服务广告公司, 移动通讯营销, 社交媒体营销, 电子商务, 搜索引擎优化, Web Design, 营销/创意服务, 直销/电话营销/数据库营销/客户关系管理, 品牌内容/娱乐, 市场研究/咨询, 营销技术/分析, 媒介购买/企划, 品牌/产品开发, 战略与策划, 保健, 金融, 技术, 在线服务, B to B, 企业形象,公益,非盈利, 零售, 美容、时装、奢侈品, 旅行和旅游, 消费者

成立年份: 1996

员工: 950

奖项: 177

创意作品: 91

客户: 22

Critical Mass

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
加拿大
电话: (+1) 403 262 3006
电子邮箱:
Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

电话: (+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

Executive Vice President, Business Development

电话: (+1) 508 541 5336

Lisa Penelton

Lisa Penelton

Executive Vice President, 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