Molton Brown’s Instagram feed has always been a popular source of inspiration for followers, and followers were liking and interacting with the content regularly. The brand wanted to make it easy for followers to buy the products that inspired them.
The team worked with Curalate to harness the content from its Instagram feed. Bringing these images to its website, the team created a ‘Love It & Share It’ gallery, and enabled customers to directly purchase the items by tagging featured products. They also featured this content on the brand’s homepage and individual product pages.
The initial performance of branded, shoppable social content was so strong, that the team started harnessing user-generated content from its followers, resulting in an even larger content stream.
Since bringing brand and lifestyle images from Instagram to its website, Molton Brown saw that its customers who engaged with this content spent more than three times as much time on site, whilst their onsite conversion rate more than doubled. The brand’s average order value also increased by 38%.