Ahh, Harrods. On an average day it’s magic, but in December? Next level.
Ever wonder how one of the world’s most well known luxury department store does Christmas on Instagram? You’re in for a visual treat, friends. Grab yourself a cup of tea and some Christmas biscuits, and let us transport you into the magical world that is Harrods during the holidays.
When you're the biggest department store in Europe, it’s only natural to go all out for the holiday season, amirite? The 1 million square foot store went all out for Christmas, undergoing a transformation that could turn anyone into a believer. Fortunately, Instagram is there for all the fans outside of the London area, feeding them with daily festive posts from their #HarrodsChristmas series.
We took a look at their Instagram account to see how this big merry push has contributed to engagement, reach, and to extract high-performing post trends during the lead-up to Christmas 2015.
Here’s what we saw.
1. Festival of Christmas Shopping Weekend: The Highest Peak
Engagement for @harrods peaked on Saturday, November 28th, which happened to be the second day of Harrods' Festival of Christmas shopping weekend. Their Instagram account saw their average engagement levels grow by 400% that day! Whether it was the buzz of the event, the higher frequency of posts, the quality of the photos, or simple yuletide cheer, followers were clearly feeling the holiday red that Saturday.
2. Extra Jolly UGC
As a multi-brand retailer, Harrods has the advantage of being connected to hundreds of top companies in addition to themselves having a lot of cachet. This makes them a hot topic for publications, bloggers and everyday Insta-users alike. Simply put, they have no shortage of UGC. Over the past month, @harrods organically reached 21.6M users through (extra jolly) UGC.
3. More UGC Came From #Harrods #Christmas Than #HarrodsChristmas
Although #HarrodsChristmas may be a great way for Harrods to categorize their ‘grams, the majority of posts with this hashtag are published by Harrods itself. Posts including #HarrodsChristmas have reached 5M this holiday season, but through a small total of 205 posts. On the other hand, posts including #Harrods and #Christmas reached 1M over the past month but offer four times the content, with a total of 830 posts just from this holiday season.
4. Holiday Lights and Sweet Treats: Forever Trending
Not surprisingly, the top performing Harrods posts over the past month have been holiday related, with the exception of a beautifully bedazzled McQueen bag (fair). Followers have been feeling that Harrod’s Christmas magic, demonstrating a clear preference for posts featuring holiday lights and sweet treats.
In Conclusion: Christmas Is an Instagram Goldmine
No better way to kick off the holidays than with the Festival of Christmas in late November - it created some serious Insta buzz, which resulted in increased reach through a slew of never-ending extra festive UCG. Even brands like Manolo Blahnik got into it. Now that's pull.
The followers have spoken. Bring on the bright lights and sweet treats, @harrods!
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