Vogue International on Instagram Stories
Media associated with this campaign
Overview of this campaign
Hannah Ray: My passion is connecting people through visual stories and here was the chance to help a legacy media brand engage with people to an even greater degree on Instagram. Vogue is an incredibly well-established and visually powerful brand, but some of the local Vogues could translate the best of what they do to Instagram even more effectively.
I helped launched Instagram Stories before I left the company so I felt Stories would be a great way to increase engagement with the brand and visibility. However, I never thought I'd create Stories ALL the markets could use. Once I realised there were certain Stories all the markets were interested in I developed a way to create and share assets on the go with multuple editors across timezones. I also released Stories guidelines, templates for storyboarding and best practice documents to encourage editors to do this themselves.
I started creating Stories for our global audience, looking at the results and sketching out editorial approaches. I trialled new Story sequences, takeovers, series and videos on some of the accounts and once I felt confident about a change I’d suggest rolling it out across all.
Over fashion month I brought on Alastair and Christine to continue to experiment but to increase our Stories production so we were delivering between 2-5 full story packages a day (with 8 clips or less and feed post + caption) for all editors to use.
Results for this campaign
Once I released the stories guidelines and best practises this increased local Stories production by 700% in four months.
For the global fashion month Stories, we helped increase overall viewership for each account that used our centrally produced stories.
As a result, we’ve seen some accounts buck the trend of engagement decline and increase and deepen their engagement and growth.
We started to be recognised in the industry as pioneers for Instagram Storytelling, particularly with Stories such as our exclusive behind-the-scenes with Claudia Schiffer for that famous Versace show, or getting a sneak peak at the Balmain costumes for the Paris Opera Ballet, or a preview with Virgil Abloh at Off White. Here’s a look at some of the Stories we did over fashion month in September.
We're working collaboratively with editors across countries in a way we haven't done before and engaging in conversation around female empowerment and diversity through series. We're reaching a much younger audience than in other expressions of the brand, and for me this is working towards is securing Vogue's future as the most influential voice in fashion.