To raise awareness of Shopping on Instagram (and to profile the small businesses who have used Instagram to build their brand) we decided to re-invent the nostalgic Christmas tradition.
With only a month from ideation, the team launched The Instagram Christmas Edit, Instagram’s first shoppable Christmas catalogue to support small businesses over the festive period.
Curated by the UK’s favourite Creators on the platform, ‘The Instagram Christmas Edit: Supporting Small Businesses’ is packed full of the most sought after gifts from a diverse range of businesses across fashion and beauty to food and homeware.
Creators include LGBT activist Tanya Compas, body positivity champion Megan Jayne Crabbe (aka @BodyPosiPanda) and fashion stylist Monikh Dale who have all shared their top products from their favourite small businesses.
From Instagram-brands born during lockdown, like black-owned and vegan hair and skincare brand @okin.epidermis, to eco-friendly drinks brand @punchydrinks through to luxury fashion and homeware brands including London jeweller @daphine or luxe shirts from Monikh Dale’s favourite @withnothingunderneath, there’s a gift for everyone this Christmas no matter your budget.
All products featured in the catalogue are instantly shoppable in just a few clicks with all items linked straight to the brand’s Instagram page for a stress-free shopping experience from the comfort of your own home.
The campaign secured over 40 pieces of coverage across lifestyle, regional and trade media including a Q+A with Eva Chen on Hello! Online, a dedicated piece highlighting the entire campaign on Marie Claire Online, and a piece on Times Online highlighting some of our hero SMBs.
There was over 100 posts on IG reaching an audience of over 10 million. This included in-feed and Stories from Creators, SMB and media channels such as CharlesTed Interiors, Fisayo Longe, The Times Property, Lorraine Candy and Tove Studio.