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The stories of global fashion production: GRANA’s Instagram campaign

As popularity of photo sharing surges, and visual channels like Instagram and Snapchat rapidly conquer the social media world, companies are striving to formulate new advertising strategies on these platforms with some eye-catching elements.

One such company, e-commerce fashion start-up GRANA, sent four travel and urban Instagram photographers to five key fabric mill destinations in Peru, China, Ireland, Mongolia and Japan, to document and upload the brand’s story onto Instagram’s live stories feature.

The campaign, #ShowMeWhere, has garnered about 1k new followers on the brand’s Instagram, and a reach of approximately 700k within three days.

Partnering with New York-based community Passion Passport, the campaign invited 4 photographers from US, Hong Kong, Singapore and Australia, to takeover the brand’s Instagram live stories in a 3-days sponsored trip to GRANA’s fabric mills.

The four photographers, @igmirien, @patrickkolts, @edwardkb and @hellopoe, were first asked to upload one post on their own account at the start of the campaign, then share their experiences on the brand’s official account.

Suhani Jain, content and social director at GRANA, told Marketing that all photographers ended up sharing more than one post on their personal accounts.

“This taught us a great lesson – Instead of all the corporate events, photos and videos, give influencers a true experience. Let them meet the workers, learn about the production process and explore the city’s culture. They will give so much more in return organically, which makes the whole campaign more valuable.”

She said it was the brand’s first attempt to connect with millennial customers on the Instagram Stories feature, and the positive results have encouraged the start-up to explore further.

“We want to communicate our story in an authentic way, and Instagram and SnapChat are some good platforms to do that.”

Check one of the live stories below:

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