Bath & Body Works is one of the largest beauty brands in the US & home to legendary fragrances everyone knows & loves (Cucumber Melon, anyone?). Instagram serves as the platform for in-depth product storytelling & mindset-relevant conversations. We strive to bring an element of the store experience & our products to the Feeds of our passionate & highly-engaged community every day.
We make fragrance FUN with Instagram serving as the hub for our community to see what's new at Bath & Body Works. We stay close to our customer & individually orchestrate Social Media-specific photo shoots every 3 to 4 weeks to ensure our content tells a cohesive story for every season. We support the bigger brand story while adding an extra wink of fun & whimsy for our Instagram audience. We keep the copy conversational & leverage tactics like Emoji Challenges & polls in Instagram Stories to encourage two-way dialogue. Our passionate fans love sharing how Bath & Body Works products fit into their everyday lives – whether it's some "me" time spent in the tub with a Bath Fizzy & a Candle, completing their #OOTD with their favorite fragrance or showing off their latest Semi-Annual Sale haul – we leverage those stories as often as possible to support our brand message & spotlight unique content that's native to the channel.
In 2017, we had the following results:
-656K+ NEW Fans – building to a total Instagram audience of 3.4M
-40M+ Total Engagements
