In the fall of 2017, the Meijer Instagram account didn’t have a creative strategy. Photos and copy often came from different teams with different voices and different visual approaches from one another. There was no continuity in the feed, and no through line from one post to the next.

When I began leading the Instagram transformation in December of 2017, we instilled parameters. All art and copy started to come from the creative team, with our social media team directing content. We used color blocking to help us bring unity to otherwise disparate subject matter. All images were shot in a studio with professional lighting. We stripped back compositionally to make clean images with a singular focus. We concentrated on the fun, the bright, the unexpected. I facilitated Instagram-specific brainstorms every other month for us to recenter and refocus on the work. I coached designers and writers in the new strategy, and together we were able to make something truly great with results to match.

After implementing our revamped Instagram strategy, we saw our overall number of followers grow 34%. Customers were seeing our content and then deciding they wanted to see more. We also saw engagement grow by 10%, with more fans liking and providing commentary on our posts.