Just a week after the release of our Intelligence Report: Instagram, Zadig & Voltaire launched campaign on the social media platform inviting fans to snap selfies in front of one of their poster or taxi-top ads in New York and post with the hashtag #CatchZadigNYC for a free t-shirt. The campaign runs from February 18 to 23.
The campaign has all that is expected from a successful social media campaign: a reward, a challenge, and coordination with other media. But it has yielded only five submissions so far, even though the brand hashtag #zadigandvoltaire has more than 3,000 posts on Instagram. Perhaps the effort was not publicized enough, but another explanation could be that fans found the multistep process of finding an ad, snapping, posting, and going to the store to receive a reward cumbersome. Simplicity and ease of participation could be something to consider when soliciting user-generated content.