On December 6, 2012, Pantone LLC, the global authority on color and provider of professional color standards for the design industries announced PANTONE® 17-5641 Emerald as the color of the year for 2013. Pantone launched their Instagram account a few months prior and wanted to make a colorful "splash" on the platform around the Color of the Year announcement. Pantone worked directly with Instagram to share the announcement in a compelling, colorful and visual way. The team shared the PANTONE 17-5641 Emerald swatch on Instagram directly after the press release hit the wire and continued to share Emerald-inspired images throughout the launch week (examples here and here). The results were phenomenal - the community loved the photos and shared their own using the #ColoroftheYear hashtag.The Pantone Color of the Year influences product development and purchasing decisions in multiple industries, including fashion, home and industrial design, as well as product packaging and graphic design. By creatively and strategically sharing about the Pantone Color of the Year announcement on Instagram, we were able to tap into the large community focused on fashion, design, art and photography and tell Pantone's story in a visual and colorful way. BRAND PARTNERS SHARING ABOUT COLOR OF THE YEAR: SEPHORA Case Scenario Who What Wear Who What Wear Beauty Maybelline 7 for All Mankind Nine West Kelly Wearstler Aritzia PANTONE COLOR OF THE YEAR INSTAGRAM CAMPAIGN RESULTS: Instagram Featured Pantone on the “Suggested Users" List within the app Instagram wrote blog post about the PANTONE 2013 Color of the Year announcement 20K+ New Instagram Followers since being featured on Instagram mobile app 11,375 New Followers since Color of the Year launch 118% increase in follower growth As of 02/14/13, there are 3,061 Photos tagged with #ColoroftheYear As of 02/14/13, Pantone has 25,100 Instagram followers On a day-to-day basis, Pantone engages with the active and enthusiastic Instagram community by highlighting our followers and sharing photos tagged with the #Pantone or #ColoroftheYear hashtag. We'll let this comment from someone in the community on a photo thanking our 25K followers do the talking: "Thank YOU! You're doing it right."
Pantone on Instagram: http://instagram.com/pantone The Instagram campaign was also cross-promoted across Pantone's social channels: Pantone on Facebook: http://facebook.com/pantonecolor Pantone on Twitter: http://twitter.com/pantone Pantone on Pinterest: http://pinterest.com/pantonecolor
