Herschel Supply Crafts a Brand Narrative of Stylish Wanderlust on Instagram
With a growing collection of popular travel gear, Canadian retailer Herschel Supply could easily use their Instagram account as a visual product catalogue featuring glossy shots of backpacks, wallets, and duffels to showcase the brand’s trademark style of chic ruggedness.
But Herschel Supply’s online marketing team, led by social media manager Allison Butula, knows it takes more than beautiful images of standalone products to build a brand. And more importantly, she wants to tell the brand’s story.
We recently invited Allison to Instagram HQ to share some tips for other brand marketers who are looking to use Instagram as a powerful medium for visual storytelling. “When we look for photos to feature on our Instagram account, we’re looking for photos that fit into our overall brand story of what it means to be ‘well travelled,’” Allison shared. “We’re looking for photos that tell that story in a single image.”
Soon after joining Instagram in October 2012, the Herschel Supply team created two primary hashtags—#welltravelled and #herschelsupply—to build a follower base and engage with consumers across different social media platforms. On Instagram, the team encouraged followers to add the hashtags to photos of inspiring travel scenes and Herschel Supply products as they’re toted into the wild.
Herschel Supply’s followers offer glimpses into that wild—and espouse the brand’s sense of adventure—from locations far-flung or closer to home. “We’re trying to promote everyday travel, as well as aspirational travel,” Allison noted. “We often say ‘well travelled’ which means exploring your surroundings, whether that’s across the world or in your backyard.”