Job growth, wealth creation and innovation are driven by entrepreneurs taking their companies public. Teams work tirelessly to serve their customers and to reach this milestone in the company's journey. Knowing the importance to clients, the company and to the economy, the Nasdaq team worked with the Stitch Fix team to amplify their corporate messages on the day they officially became a publicly traded company. Our overall objective was to raise awareness on social media of the company milestone in a way that was both celebratory and showed off what makes Stitch Fix such an innovative company.
Working with such a dynamic company like Stitch Fix, there were many strategic messages we could have focused on. To name a few: Their CEO is the youngest female to take a company public. Their company culture allows them to stay ahead of the curve in the ecommerce industry. The company started in an apartment in Boston and then grew to a large team with offices across the country.
Ultimately we worked closely with their communications team to ensure the social coverage from Nasdaq was celebratory of not only the milestone, but also their employees. We also highlighted the strong female leadership at Stitch Fix.
When it came to producing the Instagram Story, we knew we wanted to keep the images fun and sophisticated, to match the Stitch Fix brand. To help increase reach beyond the Nasdaq Instagram followers, we utilized all the features available to us on Instagram. This included the use of location and hashtags to increase the reach. We also had simultaneous stories running on the Instagram account for Nasdaq CEO Adena Friedman. We took the Instagram story to the Nasdaq Facebook page as well.
Because employee integration was an important part of our strategy, we sent a member of the social team to San Francisco for real time coverage of celebrations at their headquarters. This was in addition to having social members on staff at the Nasdaq location in New York. We also utilized Instagram's newest live feature, which allows you to bring in another person into your own live. We showcased live coverage of the celebrations in New York as well as San Francisco.
We also encouraged employees who were watching the internal webcast to send us their photos to be included in the story. We also made them stars of the story by interviewing employees and getting them co-create content with us on location, including fun boomerangs.
Our main metric of success is always gauged by the happiness of our partners and clients. In this case, we believe we captured their overall excitement clearly in the Instagram Story! The Stitch Fix team was so pleased with the content we created, they also utilized the assets in their own social accounts across social media.
In terms of metrics, the Instagram Story's viewership tripled by adding it to the Nasdaq Facebook Story. The overall campaign across all social accounts became the most shared campaign of 2017. In total, the content on Nasdaq social accounts reached 20.2M people.
