With many familiar with Camelbak’s unique water packs and
bite values, there is no question as to why they have close to 45K followers on
Instagram. Unlike many consumer product brand’s Instagram pages, Camelbak
focuses on providing consumers with the content that best appeals to them.
Based on their general posts, it is clear to see who their target audience is -
young, active adults who are ready for the next great adventure.
One of the most noteworthy things about Camelbak’s Instagram
platform is that they do not blatantly promote their products to their
followers. Instead, Camelbak’s Instagram posts consist of breathtaking images
from around the world, images from their consumers finishing races, and the
occasional repost from their fan-base. By interacting with their consumers and
reposting their images, they are actively engaging and creating a wonderful consumer-to-business
relationship.
One of their most active Instagram campaigns involves “Pack
Hacks” in which they repost images from their followers who use their products
in unique and interesting ways. One of
the most recent “Pack Hacks” consists of a dog Halloween costume made up of
black cut-out wings attached to a black Cambelbak water pack. Another featured
a water pack containing a beer can and ice with the caption suggesting why they
produce the packs with such large openings.
Overall, Camelbak has done an absolutely incredible job of
promoting their products in a non-intrusive way on their Instagram platform. By
providing consumers with content that interests them, they are promoting
positive interaction between the brand and the customers. Many consumer product
brands could stand to take a lesson from Camelbak.
I see huge similarities between Camelback's posts and REI or LL Bean's posts. They don't try to push their product at you, which is something our generation loves to see. We don't want to be bombarded with ads and these outdoor companies understand that. They do what they are best at, promoting getting outside and the awesome things about nature. I love that Camelback has chances for customers to show their ways of using their product. It reminds me of LL Bean when they repost people taking pics in nature with their famous bean boots on. Thanks for this great post!
ReplyDeleteI love seeing the creative ways brands use Instagram to market their products. The biggest successes are the ones with non-intrusive posts that share breathtaking pictures while very subtly tying it back to the brand. Companies like Camelbak have the advantage with Instagram because they are marketing to people who appreciate the outdoors and are in tune with nature. Not much can compare to posts of beautiful, untouched scenery that can take the viewer to that place. Camelbak is smart to use Instagram as a major marketing channel.
ReplyDeleteAs a person that has an interest in Contigo water bottles, this was a great and concise read for me! I loved seeing what they did with their Instagram. Also, I just enjoy when companies get creative with their marketing by not just product pushing. That genuine content is what made me want to join the marketing industry!
ReplyDeleteI love how you mention that Camelbak's Instagram doesn't feature blatant product descriptions. I think this is huge for consumer brands companies-- it's important to create content that users actually want to see. This allows them to become more than a brand to users and connect with them on another level.
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