Objectives

In 2016 we were adding three new colors to the Nest Learning Thermostat. Our challenge: How can we create new excitement and social buzz for this color update on one of our oldest product in the market?

Strategy and Execution

Instagram is full of color. Instagram is also full of lots of talented photographers and designers who we felt could use a new thermostat.

To bring the color of our new thermostat to life, we decided to give some of Instagram's best color content creators one of our new thermostats, asking them to bring that color to life in their own unique way. This program was meant to provide three key things for us:

1. Exposure to new audiences through influencer channels
2. Unique content & creative that would be focused on our new thermostat colors
3. Engaging social content that we could re-share & promote on @Nest to further the awareness for our new colors in a natively social way.

Results

*37 total influencer posts

*10M+ impressions across the content.

*205k+ engagements across the influencer content (equal to 89% of total engagements on @Nest in 2016).

*7.5x higher engagement rate on content from this program vs. 2016 averages.

Media