CAPRICHO was able to see the potential of Instagram from the beginning. Unlike others within Brazilian media, CAPRICHO knew how to take advantage of this new technology trend. The publication found a visual identity of its own within Instagram and successfully involved its readers. Within 10 months it went from 11 thousand to 132 thousand followers. CAPRICHO’S Instagram was one part of a larger endeavor for the brand to firmly establish itself in social networks in 2012. At the beginning of the year CAPRICHO restructured and redefined its specific goals for each social network while coherently integrating them all under the CAPRICHO brand. This video made earlier this year tells a bit about this story: http://vimeo.com/46061282CAPRICHO’s pledge is to make a girl’s adolescent years the most extraordinary time of their lives and to be present in their most important moments. With that in mind, for the last ten years, CAPRICHO, which began as a magazine for the adolescent girl, has been broadening its presence within the teen spectrum. Today the brand carries an important line of licensed products, and holds an annual event that brings together more than10 thousand girls. CAPRICHO also has an important online presence. With 72 million monthly page views and 5.5 million monthly unique visitors, www.capricho.com.br is the largest teen magazine website in the world. It became synonymous with fashion, beauty, lifestyle trends, and entertainment information for adolescent Brazilian girls. CAPRICHO’s commitment is also reflected in social networks: the brand has almost 2 million fans on Facebook, 1.6 million followers on Twitter, and since 2011 has been building its presence on Instagram. From April 2012 to March 2013, http://instagram.com/capricho went from 11 thousand to 132 million followers. During that time CAPRICHO worked on its brand identity by bringing the adolescent dream and aesthetic to its image network. Besides sharing beautiful and inspiring pictures (http://instagram.com/p/SRGnmfSO5Y/; http://instagram.com/p/TWvn66yO1B/ ), CAPRICHO’s Instagram displays events that interest readers (http://instagram.com/p/QLgJFeyOzK/ ). It is also an important advertisement tool for its licensed products (http://instagram.com/p/UepSf-yO9t/; http://instagram.com/p/VH4oFNyO1R/ ), while maintaining its attractive layout. Instagram.com/capricho gains three thousand new followers monthly and an average of 10 thousand likes per picture, with approximately five photos hitting the top most popular list of pictures each week. By heading into Instagram before its readers, CAPRICHO kept its pioneering spirit and helped to mold the platform into a consumption dream for adolescents, where all want a smartphone, especially to be on Instagram. Adolescents value their group and their friends. They need to socialize and belong. Nobody understands this better than CAPRICHO.
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