The overarching goal for 2017 was not only to build our brand awareness, but to also celebrate the world of design and our unique contribution to it. We wanted to inspire, inform, and differentiate our Instagram feed by emphasizing the strength of our community and the creativity that stems from members in our locations around the globe. We also wanted to grow our following by 100% to reach a broader and more engaged audience.
- Tapping into our global community by using 90% user-generated
content (UGC) such as:
- Interior
and exterior designs of our various locations around the world
- Highlighting
member experiences
- Showcasing
local artists and environmental design by highlighting custom art and slogans in
our buildings
- Leveraging Instagram Stories to highlight our corporate and
grassroots initiatives and community campaigns such as:
- Creator
Awards
- Veterans
in Residence
- Refugee
Hiring Initiative
- NYC
subway wrap
- Remaining present on our followers' feeds with the 2017
algorithm change by utilizing new trends that were continuously rolling out
- Poll
and stop-motion features in Stories
- Carousel
feature
- Highlighted
Stories
- Tapping into our member network to increase awareness, brand
loyalty and community engagement by telling their stories
- We
partnered with members who have a strong presence on Instagram to advocate for
our mission in a creative and unique way
- Natalie
Zfat travels through Prague (social media expert and member of
WeWork Park South)
- Whitney
Tressel IG Takeover
We successfully increased our follower growth by 129% in 2017, which allowed us to tap into communities around the world and has encouraged our followers to tell us their stories through UGC. By achieving our growth goal, our average engagement rate has also increased to 1.4% from 1.9%.
Video for WeWork Instagram
