Over these past few weeks I have talked about many different impactful and notable social media campaigns that took the internet by storm. From Dove’s many mistakes to Ihop becoming Ihob. Today, I want to take another approach and talk about Wayfair’s Instagram. While you probably never thought there was anything special about it, the truth is, in 2017 and 2018 Wayfair has been leaving their mark on social media. Namely, Instagram. First lets touch on their Facebook. In 2017, their Facebook reach increased by 409% year over year. This is because Wayfair created videos to get their point across and to grab viewers attention. As we learned in this class, videos are a great way to boost engagement and gather views. It seemed to work phenomenally for them. On Instagram, Wayfair implemented use of Instagrams new feature which allows you to post links directly on your photo to the merchandise itself. When you tap the photo, names and prices of each merchandise pop up. When you click on one, it takes you directly to the link where you can purchase it on the company’s website. On Instagram, Wayfair increased their audience by 114% year over year. Wayfair and their “shop the look” approach seems to be working for them. It is important to never forget the many ways social media lets you connect with people besides merely posting. Stories, using the shop the look tool, and live videos all come into play. Wayfair knows that showing off their products by enabling the viewer to go directly to their website from the post. Customers can buy right from Wayfair’s photos and that is how you use social media to your advantage.

Many of you know who Patagonia is. Known for their outdoor wear fit for the adventurer, Patagonia is known as one of the top clothing brands for outerwear. We know who Patagonia is but how? They do not invest in ads or advertisements, so how is it that virtually every individual knows who they are?

Patagonia is radically different than any other company. They are advocates as well as a retailer which appeals to consumers. Patagonia is less concerned with marketing and more concerned with their products and the environmental impact their products have. Patagonia’s brand message is the brand itself. They recognize that the production of their products cause environmental harm which is why they dedicate themselves to sustainability. With their 1% campaign, the company dedicates 1% of all sales to the preservation and restoration of the natural environment. Personally, I am intrigued by Patagonia’s many outlets and the ways they employ unique marketing strategies to boost sales while helping the environment. Additionally, a reason Patagonia’s brand message is the brand itself is that they do not rely heavily on ads and marketing strategies. Rather, they focus on what their brand is doing for others and the environment, as well as consumer loyalty to their products.

Patagonia recently launched their first commercial EVER. Coincidentally, this commercial was not about their products but rather the commercial stressed the important need to protect America’s public lands. Patagonia’s cry for help received a ton of support and their social media posts about their new commercial became one of their top liked. Patagonia chose now to air their commercial in response to President Trump’s to review some of America’s natural monuments. The review sparked controversy and Patagonia took a stand on the matter. True to their nature, Patagonia invested $700,000 in a one-minute ad not to promote their product but to stand up for what they believe to be right.

On top of their clothing lines, Patagonia has invaded several other markets such as foods and beverages and used clothing. Patagonia has an online store for food and beverages specializing in organic and farm to market foods. They offer recipes, gift boxes, dry goods, beer, and much more. With every purchase they donate meals to those in need including hurricane relief, wildfire relief, food banks, and many others. Their used clothing store takes used Patagonia brand items, repairs them, reuses them, and recycles them. Patagonia states that the best thing we can do for the planet is to keep gear longer and cut down on consumption.

The reason Patagonia’s advertising-free methods work is because they are immersed so deeply into the community and the environment. They use sustainability and activism to build their brand and fierce consumer loyalty. Patagonia’s mission statement sums up their methods and their company beautifully, it is to “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”