When Instagram approached Aimee Song of Song of Style to beta test their new “paid partnership” disclosure tool, Aimee’s brand sponsor, the automaker Volvo, was strategically integrated across multiple channels.
Through her 4.6 million Instagram followers, the New York Times Best Selling author generated $5 million worth of media exposure for Volvo through three posts and a story. For the campaign, she showcased how the Volvo XC90 could be seamlessly integrated into her everyday life. The partnership coincided with the launch of the new SUV, as well as changes to Instagram’s paid content policy per Federal Trade Commission guidelines.
Average Instagram Stories views: 400,000
Total likes: 113,500
Total comments: 728
Total number of people who saved Song’s posts: 1,009
Total impressions: 2.4 million
Total reach: 1.7 million
Total engagement: 115,200