An Instagram campaign example – How Boticca.com integrates Instagram into their site

Making User-Generated Content a core feature of the online fashion-buying experience

You may know Boticca since they are active content marketers who have worked with bloggers to build a strong social media presence with 35,000 Twitter followers, more than 50,000 Facebook fans, 50,000 Pinterest followers and 3,000 Tumblr followers. They're a great example of how to engage through content and then convert that interest to sale and advocacy through permission marketing.

In this example we take a look at their latest Instagram campaign since more marketers are looking to tap into it since its growth has continued since it was purchased by Facebook.

They use Instagram by linking to the Gallery from the Boticca.com homepage, in a section call "The Edit", which is a selection of photographs curated by Boticca's visual merchandisers.

The photographs in the Gallery are then also added to product pages alongside the standard brand photography, to show shoppers the different ways that real people have worn and styled the products.

Boticca co-founders Avid Larizadeh and Kiyan Foroughi decided to launch the Gallery feature, having noticed the influence of 'street style' on a large portion of sales on the website..

Shoppers are encouraged to share and show off their favourite style, by pinning it or  #hashtag Twitter sharing. They can simply upload their own photo and browse Boticca's full collection.

Future plans for audience engagement include competitions where those with the most 'Likes' will receive a gift certificate.

Boticca.com is the largest online accessories and jewelry boutique for men and women in the world, with more than 340 independent designers and emerging brands from 40 countries and over 10,000 pieces in bags, scarves, ties, leather goods, hats and jewelry available to buy. Boticca creates a unique experience of discovery and connects an international customer base directly with craftsmen and design talent from all over the world.

The website was launched in London in October 2010 by Avid Larizadeh and Kiyan Foroughi. Every week, between two to four new accessories designers and brands are handpicked and launched by the globetrotting Boticca 'Stylehunters'.

They curate and edit the marketplace to illustrate the culture, stories, craft and inspiration behind each of the collections on the site. Customers will find unique pieces from the four corners of the world.

All of the designers and brands ship worldwide to serve Boticca's international customer base (1/3 of customers come from the US, 1/3 from Europe, and the remaining 1/3 from the rest of world, mainly Australia, New Zealand, Asia and the Middle East).