Zoolander 2: A Model Instagram Campaign

For a movie franchise that began before Facebook and Instagram were even born, Zoolander 2 has been absolutely dominant on their social media content, specifically over the last few weeks. In order to understand what makes the campaign so great, let’s begin with the hierarchy or building great content for a campaign. When developing an editorial calendar for a social media campaign, I always recommend starting with the rocks: Fill in your big milestones, things like the day the day an event launches. For Zoolander 2, that was release day:

This graphic (and the others announcing the movie’s release) could be developed months in advance but still serve as a great day-of reminder to fans to grab their friends and go out and see the movie. But in order to continue to engage an audience, one or two posts about an event launch is not going to be enough. For this, we turn to the pebbles: Things in the calendar that you know are coming up, like holidays or current events, that aren’t necessarily as important as the main milestones in your campaign calendar. For everything from Thanksgiving to President’s Day to Valentine’s Day, the Zoolander Instagram account was ready with the perfect blend of holiday spirit and Derek’s signature dimwittedness:

Today I'm #thankful for my organic raw veggie cleanse. Have a stuffing-free #Thanksgiving! Remember to #GRAMYOURYAM #

A photo posted by Derek Zoolander (@zoolander) on

A photo posted by Derek Zoolander (@zoolander) on

But the last, and most challenging, piece of the puzzle is the sand: The little bits of content that you use to fill in at the last moment and are usually unpredictable and unforeseen. This includes reaching a million (or a billion) followers or deciding to jump on Kanye West’s presidential campaign:

A photo posted by Derek Zoolander (@zoolander) on

A photo posted by Derek Zoolander (@zoolander) on

The lesson here is simple. Use your brand and your calendar to help drive your editorial content and your social media campaign will continue to blossom. What other campaigns have you noticed lately that are doing a great job promoting their brand using milestones and current events?

Recommended Posts