Elevate the Xbox Instagram aesthetic to visually represent the premium yet accessible quality of Xbox products as well as the brand as a whole.
While the Xbox Instagram account had been enjoying relative success and increased growth over the past few years, we wanted to elevate the overall quality, increase product focus, and ultimately drive even faster and larger community growth. Increasing overall posting cadence was also an important focus, while also ensuring quality was never sacrificed in order to increase quantity.
With the addition of a framework that visually and thematically tied each Instagram post to those posted before and after it, a level of consistency was established that increased the overall premium feel of the channel, excited the community, and encouraged additional engagement.
Consistently compelling, channel exclusive content, paired with easy to access CTA's, gave those who discovered the channel a reason to follow, and those who followed a reason to engage. By quickly incorporating Instagram stories once the feature was available, while ensuring content remained exclusive, organic to the channel, and up to the established level of quality, Xbox Instagram was able to engage the community even further.
A consistent, fan first approach to this Instagram channel has led to the most engaged community across any Xbox social channel, and one that we can activate with strong, product first CTAs to accompany new product launches. The consistent, increased cadence of engagement driven content ultimately allowed Xbox Instagram to appeal to the community and drive more awareness around key business moments including the launch of multiple AAA titles, as well as the release of a new console, the Xbox One S.
Xbox Instagram saw a +139% follower growth from January 2016 to January 2017, growing from a little under 2million, to over 4.5 million. Even more exciting, average engagement increased +494%, signaling that not only had the size of the community increased, but they had also become even more invested, advocating, and engaged in general.
Consistent use of high quality original imagery allowed this channel to grow at a previously unseen level while also driving unseen levels of awareness around key business initiatives.
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