This  week’s  digital  marke1ng  success  story  is  about  the  clothing  company  Everlane.

@claytonjay101

What  We  Learn  From  Everlane  

How  to  create  an  engaging  Instagram  Story  your  audience  will  promote.

@claytonjay101

Example  

Their  Christmas  1me  story  “Five  Random  Acts  of  Kindness:  Holiday  Edi1on”.

@claytonjay101

A  few  members  of  the  Everlane  social  media  team  went  around  San  Francisco  and  performed  the  following  random  acts  

of  kindness  for  complete  strangers:  

1. Bought  someone  tacos.  2. Gave  away  a  hat.  3. Bought  someone  baked  goods.  4. Gave  away  flowers.  5. Gave  away  a  backpack.

@claytonjay101

They  documented  each  act  with  one  video  leading  up  to  it  and  another  video  of  the  actual  act.  

Then  they  did  something  interes1ng…

@claytonjay101

@claytonjay101

At  the  very  end,  they  challenged  their  followers  to:  

1. Do  something  nice  for  someone  else.  

2. Record  it  on  Instagram  Stories.  

3. “Tag”  @Everlane  in  the  story.@claytonjay101

By  tagging  Everlane,  that  creates  a  link  within  an  Instagram  Story  which  a  user  can  press  and  be  taken  directly  to  Everlane’s  Instagram  account.  

A  full  explana1on  on  how  to  tag  someone  in  an  Instagram  Story  is  here.

@claytonjay101

1. Contained  *mely,  engaging  content — a  story  about  random  acts  of  kindness  is  compelling  any  1me  of  year  but  especially  during  the  Christmas  season.  

2. Very  effec*ve  branding — seeing  members  of  their  company  perform  random  acts  of  kindness  can  only  enhance  your  view  of  Everlane.  

3. Used  relevant  call  to  ac*on  for  followers  to  promote  Everlane — not  only  are  followers  mo1ved  to  do  some  good  by  such  a  clever  idea  but  they  also  can’t  help  but  promote  Everlane  by  tagging  them  in  their  story.

@claytonjay101

Why  Was  Was  Everlane’s  Instagram  Story  Effec*ve?

By  The  Way…Follow  me  on  Instagram  if  you  aren’t  already    

I’m  super  crea7ve  like  Everlane  all  the  7me  (I’m  not).

@claytonjay101

@claytonjay101

The  Bigger  Picture  

Use  Everlane’s  Method  to  Gain  More  Exposure  on  Instagram  or  Snapchat.  

@claytonjay101

Think  of  some  ideas  similar  to  Everlane’s  random  acts  of  kindness,  or  just  directly  copy  them,  and  at  the  end  of  the  story  say:  

“do  this  also  and  tag  us  in  your  story”.

@claytonjay101

Example  1:  

Approach  random  people  on  the  street  around  Thanksgiving  and  ask  them  what  they  are  thankful  for.  Then,  ask  your  followers  to  record  what  they  are  thankful  for  and  tag  your  business  in  an  Instagram  Story.

@claytonjay101

Example  2:  

Have  random  people  around  your  office  each  tell  a  funny  story  that  happened  to  them.  Then,  ask  your  followers  to  record  a  funny  story  that’s  happened  to  them  and  tag  your  business  in  their  Instagram  Story.

@claytonjay101

Example  3:  

Record  a  story  of  either  yourself  or  others  in  your  office  talking  about  what  drives  your  company  or  what  makes  your  culture  1ck.  Then,  ask  your  followers  to  record  what  drives  or  mo1vates  them  and  tag  your  business  in  their  Instagram  Story.

@claytonjay101

It  really  does  not  ma[er  the  idea.    

Everlane’s  example  works  because  it  was  a  good  thing  to  do  and  easily  repeatable  by  the  audience

@claytonjay101

Other  Thoughts  

Follow  Everlane  on  Snapchat  and  Instagram  Stories.  

@claytonjay101

Some  of  the  best  basketball  advice  I  ever  heard  growing  up:  

“Play  with  people  beOer  than  you”  

You  not  only  learn  but  have  to  step  up  your  game  to  stay  compe11ve.

@claytonjay101

Even  if  you  never  plan  on  buying  Everlane’s  clothes  (me),  you  will  step  up  your  Instagram  Stories  and  Snapchat  game  just  from  watching  them.

@claytonjay101

Interact  with  me  here

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