Client:
Instagram
Context:
Instagram, which was initially released October 6th
2010, is a worldwide, online photo-sharing social networking service that
enables its users to take a picture and apply a digital filter to it before
sharing it across a variety of other social networking sites – such as Facebook
who bought it for $1 billion. On average, they have been submitted 300 million photos
since it’s release.
On the 17th of December 2012, Instagram updated
its Terms of Service which stated that the website had the right to sell its
users personal photos to third party advertisers with no compensation.
“To
help us deliver interesting paid or sponsored content or promotions, you agree
that a business or other entity may pay us to display your username, likeness,
photos (along with any associated metadata), and/or actions you take, in
connection with paid or sponsored content or promotions, without any
compensation to you.”
At the beginning of December 2012, Instagram averaged over
30 million users worldwide. After the news of the Terms and Condition changes,
user numbers began to drop rapidly – by mid-December 2012 there were 16.5
million users and by the beginning of January 2013 they are down to 7.5 million
users.
The new terms and conditions went into effect on the 19th
of January 2013, which has had a negative affect on the user confidence. Less
people trust the service though Instagram have stated they will not be selling
user images.
Product Profile:
A marketing campaign to rebuild the reputation of the
website/application and regain the trust of its users.
Target Market:
-
Teenagers; mostly females between 14 and 19
(female users tend to upload more images, males tend to look through images)
-
Celebrity users
-
Businesses
-
Small independent businesses
Creative
Requirements:
To create a clear, through-the-line campaign making use of
media directly relevant to the target audience.
It must be modern, stylish and open to help rebuild the
trust lost by users that still remain, but also encourage those who are not yet
signed up and those who have left to use the service.
You should try to use methods that Instagram has not yet
ventured into – such as television as well as web 2.0.
It must also make people aware that the sales of their
personal images will not happen with the revised Terms and Conditions, and that
they value the privacy of the users.
Budget:
N/A
