Last chance to save on Digiday Publishing Summit passes is February 9
Instagram isn’t just for sharing photos and DM’ing your naughty bits anymore. Now it’s a place where you can buy a new camera, thanks to Leica.
To promote its Leica C camera, which features WiFi connectivity, Leica — with the help of F/Nazca Saatchi & Saatchi — created a special Instagram promotion where people can actually purchase the point-and-shoot through Instagram. To purchase, you first have to register on Arco, a Brazilian tech startup that enables purchasing on Instagram, then follow the new @Leicabrasil account on Instagram. Leica will start filling its Instagram feed today with photos taken with the Leica C. To purchase a camera, all you have to do is comment “Purchase” on one of the photos. As a bonus, Leica will also send a poster of the Instagram photo along with your new camera.
“Arco was the first Brazilian company that succeeded in having a global contract with Instagram that allows users to buy and sell things through the social network,” explained Theo Rocha, creative director at F/Nazca Saatchi & Saatchi. “Knowing about this initiative was essential to make this idea come true — what we did differently with this campaign was using the world’s most popular social network of photos to launch a camera.”
This is a smart, new way for a camera company to bring a retail element to Instagram in a way that feels native to the Instagram experience. It will be interesting to see if (or, rather, when) more brands, especially fashion companies, try do bring purchasing ability to Instagram with the help of tools like Arco. According to Rocha, Arco is still very new in Brazil, but is gaining some steam.
“We believe retail on Instagram is the future — an interactive, fun and easy way of buying things you like.”
Watch the campaign video below:
More in Marketing
What Amazon’s proposed big-box store could mean for Walmart
Public documents published by the Village of Orland Park described a 225,000-square-foot Amazon store that would sell a range of products.
Future of Marketing Briefing: AI companies are staffing up for a reputation fight
AI has an image problem, which explains why the industry is suddenly investing so much energy in who gets to tell its story.
Albertsons is putting digital screens for ads in more than a third of its stores
The retail giant has seen enough success in its digital screen network to begin a rollout in 800 of its 2,200-plus stores in 2026.