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Big business from small beginnings. 🇨🇦 Founded in a small warehouse in 1957, Canada Goose (@canadagoose ) has continued to pioneer performance luxury apparel ever since. On Instagram, the Toronto-based brand shares the stories of great people in great places doing great things. “Instagram is the perfect platform to let us inspire—and be inspired—by our inquisitive, adventurous community, who we call Basecamp, by sharing experiences, creating moments and showcasing our products in a deep and engaging way,” says the brand.
What's their pro tip for other businesses on Instagram? “Experiment and explore. We’re entrepreneurs at heart and we’re constantly learning and trying new things, including different ways to engage with our community, testing new tools and seeing how they respond.”
📷 by @canadagoose
Bustling tables. 🍽 Richmond Station (@richmondstation ) is a stopping place for delicious food and excellent hospitality in Toronto's bustling downtown. In their 7th year, they're making a big push for organic across the board and continuing to satisfy fans with delicious dishes on their mouthwatering Instagram feed. “Instagram happened to us,” says Executive Chef, Carl Heinrich. “Our customers wanted to follow us and see content. It was a slap in the face when we realized what a great tool Instagram can be for our business!”
📷 by @richmondstation
Sharing the Earth and caring for the Earth. 🌎 Toronto Zoo (@thetorontozoo ) is focused on caring for some of the world's most endangered species we share the planet with and participating in several conservation breeding programs. “It’s our job to tell that story,” says their marketing associate Olivia Weaver. Celebrating its 45th anniversary in August, the not-for-profit charitable organization uses Instagram to help them highlight the 5,000 animals in their care with glimpses behind the scenes. “We’re looking forward to sharing more exclusive, real-time content by utilizing stories and [live video] that makes you feel like you’re right here at the Toronto Zoo while scrolling through Instagram from your desk or walking down the street.”
📷 by @thetorontozoo
Bottling healthier business. ✌️ 🌵 ☀️ GT's Kombucha (@gtskombucha ) is serving up their cultured, probiotic rich tea and healthier lifestyles at Coachella. “We’ve stayed true to the sacred brewing process of authentic kombucha, handcrafting small batches with lots of love and 100% raw and organic ingredients,” says its founder GT Dave. The Los Angeles-based brewers use Instagram to express its goal of nourishing the body, enlightening the mind and elevating the spirit of its fans. “We’re over the moon with excitement to partner with a festival that brings people together to dance and eat and enjoy the art of being alive.”
What's their pro(biotic) tip for other businesses on Instagram?
“Be real. So many brands throw money at high production content and miss the mark on what is truly important: engagement. You don’t have to spend a million dollars to create content that connects with your customer—just be authentic and focus on capturing the day-to-day in an artistic, human way. We find success in promoted ads that add real value to our friends’ lives.”
📷 by @gtskombucha
Have a great hair day. 💆♀️ 🚿 Backed by science, Pantene (@pantene ) is engineering great hair days to be a little more common. “We know having a great hair day is one of the biggest contributors to feeling joyful and able to conquer your day,” says their assistant brand manager, Bret Senior. To stay ahead of the “curls”, the hair care brand uses Instagram to connect with their fans. “We’ve intentionally built a team of trained community managers so we can educate (and entertain) the followers across our feed, stories and DMs,” he says. “We also see Instagram as the best platform to showcase our favorite products, models and memes! It’s a fun balance to keep between the transient style of stories, the intentional aesthetic of your “quilt” (or feed) and the narrative idea behind highlights.”
What's their great hair day tip for businesses on Instagram?
“Our biggest tip for other businesses on Instagram would be shoppable posts. If you can romanticize your product with an image that makes it super craveable, then link it to be shopabble, you’re going to drive direct sales. We actually sold out of our Rescue Shots online a few days into launch by blowing out shoppable in-feed posts and building hype across stories. Ads have also been a huge success, you just need the right creative asset. We gained a lot of traction around our Coachella content and Festival Hair Kits just through simple, static in-feed ads.”
📷 by @pantene
Cheers to shaking things up. 🥂 Cupcake Vineyards (@cupcakevineyards ) is breaking the rules of fancy wine. “We believe that you don't need a special occasion to pop open a bottle (or can)!” Their mantra, “Choose Joy”, is all about doing your own thing and owning it. And it shows from their account: “It's pretty much happy hour all the time over here.” For Coachella, their Frozie Factory satisfies all the FOMO with an inside look into custom drinks, favorite fashion and kicking playlists.
What's their pro tip for other businesses on Instagram?
“Creating recipe videos has been huge for our engagement. People love watching them, sharing them and tagging their friends. Anytime we can connect with our followers on an emotional level and inspire joy is huge in our book.
Also, Facebook Ad Placement Optimization is a game-changer. It helps us get the most out of our advertising budget and meet our audience where they actually spend their time. Strictly from a dollars and cents perspective, it's helped us keep our CPC pretty low.”
📷 by @cupcakevineyards
Dinner is served. 🌾 Outstanding in the Field (@out_inthefield ) combines an adventure, destination and experience by bringing the restaurant to the source. “We set one extraordinarily long communal table in celebration of the places and people behind our food,” says its founder Jim Denevan. Their signature long table comes to life in the field and on Instagram. “By communicating the beauty and adventure of our table over and over with both Instagram and other platforms, we have succeeded at drawing in many thousands of new people to participate.”
📷 by @out_inthefield
Creative for the modern mattress never sleeps. 🛏 Splitting its audiences based on behaviors (like website visitors or people with an item in their cart), mattress brand Simba (@simbasleep ) ran a series of Instagram and Facebook ads to match prospective customers at their stage of the customer journey. "Being able to have a near-real-time view of metrics on the platform allows us to measure and attribute results—helping us to optimize campaigns, iteratively test and improve our ads and results on an ongoing basis." says Simba's paid social lead, Andrea Ursini. By optimizing their creative this way, the London-based brand achieved a 73% higher return on ad spend.
Quality and timeless style, above all else. 👞 Celebrating their 140th year, family-owned and managed Crockett & Jones (@crockettandjones_official ) continues to produce some of the world's finest footwear. 🌍 “Instagram provides us with such a simple way to connect to our followers from so many time-zones, continually,” says their head of marketing, James Fox. “There is no easier to use social media out there, no social media with the power of Instagram and no social media that reaches a broader audience.”
📷 by @crockettandjones_official
A name like royal can be hard to live up to. 👑 Fortunately for Café Royal (@hotelcaferoyal ), they do so exquisitely with their luxury guest rooms and suites, 5 renowned restaurants and bars, and an urban sanctuary and spa that can only be described as otherworldly. Since starting as a wine store in 1865, and then later as a social hotspot throughout the 1900s where even Princess Diana and Queen Elizabeth graced its halls, they reopened as a modern grand hotel fit for the 21st century traveler.
What’s their royal tip for other businesses on Instagram?
“We work a lot with influencers to help spread our message and work on creating long lasting relationships with them,” says their assistant marketing manager. “They have a creativity and unique point of view that somebody inhouse often can’t provide.“
📷 by @hotelcaferoyal
Charming cocktails, hearty meals and cozy rooms, The Pointer (@thepointerbrill ) gives you a wonderful taste of the country life. 🌾 🍴 “Ours is a farm-to-fork story and we’re all about finding new and delicious ways to celebrate the bounty growing right here on our doorstep,” says their marketing manager Alice West. “Instagram is increasingly becoming the shop-front of a business—a chance to step inside and get a feel for a place before committing to making that booking. So we use Instagram to that effect.”
What’s their pro tri-tip for other restaurants on Instagram?
“User generated content (and specifically pictures of food) always performs well, it’s honest and contemporaneous. We can blow our own trumpet to our hearts’ content but when someone else snaps their plate of food and tags us, it’s a powerful testimonial of their experience and proves that we’re a place worth shouting about.”
📷 by @marklordphoto @mbishopphotography