Bergdorf Goodman and Four Seasons Hotels and Resorts are among the brands making strategic use of Instagram as they each look to craft and control their message without intruding. Four Seasons, for example, converted Insta-Meets into ice cream socials as part of its Summer of Ice Cream Love campaign. Bergdorf has deliberately minimized the use of hashtagged products, preferring lifestyle communication. "Instagram is about storytelling," said Bergdorf Goodman's social media manager, Cannon Hodge.

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