#LastInLine: Our SXSW Campaign Recap

We know – you are tired of SXSW recaps, but have no fear, this isn’t a blog post about virtual reality or the POTUS/FLOTUS keynotes. This is about #LastInLine, our portrait of SXSW. Just as a quick reminder, if you didn’t see this blog post, #LastInLine was our way of getting involved with the festival, we went out everyday, met strangers, asked them questions, took their photos and posted them on a landing page: Lastinline.co

It was our way of getting involved, making connections, creating content and giving our followers an inside look into this one-of-a-kind event. And it was fun – people come to Austin for SXSW from all over the world – we met Australians, Danes, Californians, Texans, younger and older attendees, professionals, partiers, experienced SXSW-ers and newbies; and every single person we met was excited to be here.

More importantly though, we created a lot of content, 52 unique portraits, which we posted to our Instagram account and fed to our landing page using Tint. Being who we are, we knew from the beginning that this was also an opportunity to gather data – so here is what we’ve learned:

The Nitty-Gritty:

We posted 52 photos over the course of 10 days
The photos were liked 439 times or about 8.4 times per post
We increased our Instagram followers by 5%

Highest Performing Posts and Insights:

1

Why it was successful:
– Posted at the peak of SXSW
– Tagged person in the photo
– Used #SXSW #SATX
– @mentioned Chvrches (a highly anticipated and followed band performing at SXSW)

2

Why it was successful:
– Posted at the peak of SXSW
– Tagged person in photo and their company
– @mentioned Samsung
– Used #SXSW and #VR (big hashtag used throughout the festival)
– Used emoji

3

Why it was successful:
– Posted at peak of SXSW
– Tagged person in photo – who is an influential artist
– Used hashtag that she created for her art #MissMeArt
– Used #SXSW
– Different/engaging photo


Lowest Performing Post:
Least

Why it wasn’t successful:
– Posted the first day of SXSW
– Did not tag the person (he didn’t have an Instagram account)
– Content/caption was not very engaging.

Overall Learnings:

Tag and @mention
To run a successful campaign like this, @mention and tag as many things as possible – but all MUST be relevant. We had great engagement in the posts that included bands, artists and things that people were interested in seeing at SXSW. However, if we had incorrectly attributed posts to people, places or brands that were not relevant, we suspect that followers would have been indifferent or even worse, upset.

Understand your platform
We posted to Instagram, which fed to our landing page with Tint. We chose to use Instagram and not Twitter or Facebook, despite having larger audiences on both of those platforms. Our overall Instagram strategy fit best with this campaign – this is space we, as a brand, have the most fun – and it’s photo-centric interface leant itself best to portraiture.

Respond in a Timely Manner
Any time a person who was tagged commented on their photo, we tried to respond and thank them as quickly as possible. After all, having your photo used by a brand is a tricky thing; responding in human/kind/nice way was paramount to keeping photos up and our featured peeps happy.

Have Fun And Keep Learning
Our most basic goal for this campaign was to create content and have a good time. Meeting people on the street, chatting with them, learning about their goals for SXSW and a little about their lives was incredibly rewarding.

If you followed the #LastInLine while it was happening, thanks for tuning in. If you were featured, thanks for letting us snap your photo, and if you are interested in creative content ideas that we can execute for your brand, please be in touch!

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