Michael Kors loves Instagram so much that it became the first brand to advertise there. And Instagram loves it back. Barely a day and a half after debuting its sponsored pic (above), Kors' Instagram account acquire about 34K new followers. After crunching some numbers, this means that a single sponsored post gained 16x more followers than a regular one.
This should be such a shocker, regarding the fact that sponsored posts are seen by people who do not already follow @michaelkors on Instagram so gaining followers is easier than exposing the already existing fan base to brand content, but there you have it.
The budding love affair between this fashion brand and the photo sharing platform didn't stop there, it should be noted. It continued in the elegant halls of the Tokyo National Museum, where Mr. Kors' promotional campaign for the Selma bag reached its glamourous ending on November 13.
But let's start from the beginning. The Instagram campaign went like this: to promote the label's Selma bag, MK created #JetSetSelma hashtag and users were encouraged to take pics of their Selma in the context of their lives - you know, their ordinary, globe-trotting, Madison-avenue strolling, art galleries'-visiting life. Once uploaded to Instagram, images are added to the Destination Kors gallery on Michael Kors website. (Not that all of this effort was for nothing. Kors has been giving away one bag per week since September to the most diligent photographer.)
So, in Tokyo National Museum, these photos were projected in the kaleidoscopic format, mixing locations, lifestyles, and different ways to wear a bag. Not to be forgotten, images were also printed and displayed on the museum walls.