Launching a product with Instagram - Wood&Faulk

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Wood&Faulk used this series of 11 posts to launch the Sidecar, a new product in their line of carpenter bags. They used product and lifestyle imagery from a library of highly-produced and visually consistent shots as well as a giveaway offers and intro pricing. Their visuals build nicely on an already established brand "look + feel" and present their product alone, in environments and associated with other products that fit well within their aesthetic.

Let's take a look:

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01 Teaser

The first post in the product push series asks viewers to sign up for the Wood&Faulk newsletter to get info on a new bag that will soon be released.

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02 Teaser 02

The second post follows up with another call to sign up for the Wood&Faulk newsletter to get details on the new bag design.

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03 Product Release

This post announces the official release of the new bag, gives the name of the new product (the Sidecar) and invites viewers to preorder.

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04 Order Updates

This post uses an image from the same shoot as the 01 Teaser post and updates readers on the most popular colors being ordered.

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05 Color Update

This post highlights a particular colorway available in the Sidecar bag. Not only is the color a contrast to the colors shown in previous posts but it also stands out as a unique colorway for the Wood&Faulk brand overall.

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06 Associated Product Placement

By presenting the new product in the basket of what looks to be a single speed/fixed gear bike Wood&Faulk aligns their new bag with a specific aesthetic connected to an urban, active and design-centric lifestyle.

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07 Product in Environment

Another post which associates the new product with a particular environment/lifestyle. This time the Sidecar is presented on a rug topped with a rough edge timber table - very in line with the overall brand aesthetic.

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08 Model Shot

Another shot of the orange color that was shown in previous posts. This post also includes the models face for the first time which makes it feel a bit more personal even if the shot itself feels fairly produced.

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09 Limited Offer

With this post W&F pushed the new bag with a limited time offer and presents the Sidecar as 1 of 2 products being offered in the deal.

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10 Customer with Product

In a change up from previous posts the new bag is shown being held by what seems to be a real customer rather than a model. She is smiling and looks more "real life" than other model shots used.

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11 Model Shot

A return to the original style of model shots used in the campaign, this shot ends the Instagram series with a model we've seen before holding the bright orange version of the bag.