Catching the Insta Wave
Trending: Social Proof Campaign
They see, they like, they buy. The trendsetting power of the Instagram brigade is stronger than ever – and that’s because consumers trust their judgement. US beauty product manufacturer Naturopathica has launched a social-proof email-marketing campaign, placing persuasive consumer opinions in centre stage. A specialist in organic skincare products, the company decided to fire out emails packed with users’ Instagram pics, ratings and enquiries, all scraped from customer service and the social networks.
Receivers opened the emails 6.27% more than the average, spent 10.45% more time reading, clicked through 22.55% more times, and raised their average order value by a hefty 18.4% – figures clearly showing that the campaign was a beauty.
