How Halo Luxe Uses Instagram To Increase Sales

The recent decision to pull the American classic “Gone with the Wind” from HBO Max has had the Streisand effect, a phenomenon where attempting to suppress something ends up calling more attention to it and thus having the opposite effect of the intended desire.

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“HBO Max parent AT&T Inc.’s move came amid growing concerns about racial injustice following the killing of George Floyd, a black man, while being arrested by a white Minneapolis police officer,” The Wall Street Journal reported on Tuesday. “Considered a classic of American cinema and winner of eight competitive Academy Awards, including best picture, the 1939 film starring Clark Gable, Vivien Leigh and Hattie McDaniel tells the story of southern belle Scarlett O’Hara and her love affair with Rhett Butler. Much of the four-hour film is set on the O’Hara plantation, Tara, and in Atlanta during and after the Civil War.”

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How Halo Luxe Uses Instagram To Increase Sales

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A review of Amazon’s “Best Sellers in Movies & TV” from Sunday did not show “Gone with the Wind” appearing in the top-100 ranking of bestsellers in the category.

However, by Wednesday, “Gone with the Wind” exploded in Amazon’s rankings to numerous top spots, including the following spots in the top-100 overall for the category:

  • #1 – Gone With the Wind (70th Anniversary Edition)
  • #2 – Gone with the Wind
  • #7 – Gone With The Wind
  • #9 – Gone with the Wind (70th Anniversary Edition) [Blu-ray] by Warner Home Video by Victor Fleming
  • #12 – Gone With The Wind 75th Anniversary Edition NON-USA Format PAL Region 4 Import – Australia
  • #23 – Gone With The Wind – 75th Anniversary Edition [Blu-ray]
  • #30 – Gone with the Wind [Blu-Ray] (English audio. English subtitles)
  • #36 – Gone with the Wind
  • #37 – Gone with The Wind (DVD / Two-Disc 70th Anniversary Special Edition / FS) Clark Gable, Vivien Leigh, Thomas Mitchell, Barbara O’Neil, Evelyn Keyes
  • #41 – Gone with the Wind (70th Anniversary Edition) [Blu-ray]
  • #85 – Gone with the Wind (Four-Disc Collector’s Edition)
How halo luxe uses instagram to increase sales as a

The most impressive statistic for the American classic was the percentage change for the movie’s previous sales ranking, which Amazon calls its “Movers & Shakers” category. Numerous other classics also started to see dramatic rises in sales volume over the last 24 hours.

Here were the top “Movers & Shakers,” which are updated hourly, as of late Wednesday night [in bold = movie other than “Gone With The Wind” that is relevant]:

  • #1 – Gone with the Wind [Blu-Ray] (English audio. English subtitles): 478,413% increase. Sales rank: 30 (was 143,554)
  • # 2 – Gone With The Wind 75th Anniversary Edition NON-USA Format PAL Region 4 Import – Australia: 243,408% increase. Sales rank: 12 (was 29,221)
  • #3 – Gone with The Wind (DVD / Two-Disc 70th Anniversary Special Edition / FS): 231,408% increase. Sales rank: 37 (was 85,658)
  • #4 – Gone With the Wind – Diamond Luxe Edition [Blu-ray] [2014]: 151,795% increase. Sales rank: 64 (was 97,213)
  • #5 – Gone with the Wind [Region 2]: 107,257% increase. Sales rank: 68 (was 73,003)
  • #6 – Gone With the Wind (70th Anniversary Edition): 70,000% increase. Sales rank: 1 (was 701)
  • #7 – Vivien Leigh Collection (Gone With The Wind, Anna Karenina, Waterloo Bridge, A Streetcar Named Desire, The Hamilton Woman, Caesar And Cleopatra) (Korean): 68,745% increase. Sales rank: 94 (was 64,715)
  • #8 – Gone With The Wind: 67,357% increase. Sales rank: 7 (was 4,722)
  • #10 – Gone with the Wind (Four-Disc Collector’s Edition): 48,709% increase. Sales rank: 85 (was 41,488)
  • #11 – Gone with the Wind (Two Disc 70th Anniversary Edition): 33,768% increase. Sales rank: 140 (was 47,416)
  • #12 – Gone with the Wind: 30,108% increase. Sales rank: 36 (was 10,875)
  • #14 – Gone with the Wind (70th Anniversary Edition) [Blu-ray] by Warner Home Video by Victor Fleming: 19,211% increase. Sales rank: 9 (was 1,738)
  • #15 – Gone with the Wind (Two-Disc Edition): 9,642% increase. Sales rank: 217 (was 21,141)
  • #16 – Blazing Saddles 40th Anniversary (BD) [Blu-ray]: 8,915% increase. Sales rank: 60 (was 5,409)
  • #17 – Scarlett The Mini-series Event: 8,826% increase. Sales rank: 15 (was 1,339)
  • #18 – Blazing Saddles [Blu-ray]: 5,817% increase. Sales rank: 148 (was 8,758)
  • #19 – Scarlett – MiniSeries Masterpiece: 4,255% increase. Sales rank: 285 (was 12,412)
  • #20 – The Making of a Legend: Gone with the Wind: 3,902% increase. Sales rank: 296 (was 11,847)
  • #21 – Blazing Saddles: 3,869% increase. Sales rank: 13 (was 516)
  • #22 – Gone With The Wind – 75th Anniversary Edition [Blu-ray]: 2,756% increase. Sales rank: 23 (was 657)
  • #23 – Blazing Saddles / Caddyshack / National Lampoon’s European Vacation (Triple Feature) [Blu-ray]: 2,461% increase. Sales rank: 52 (was 1,332)
  • #24 – Casablanca 70th Anniversary: 2,420% increase. Sales rank: 152 (was 3,831)
  • #26 – Holiday Inn: 2,182% increase. Sales rank: 231 (was 5,273)
  • #27 – To Kill a Mockingbird [Blu-ray]: 1,685% increase. Sales rank: 201 (was 3,588)
  • #28 – Gone with the Wind (70th Anniversary Edition) [Blu-ray]: 1,480% increase. Sales rank: 41 (was 648)
  • #29 – Casablanca: 70th Anniversary [DVD] [Region 1] [US Import] [NTSC]: 1,254% increase. Sales rank: 216 (was 2,926)
  • #30 – North and South: The Complete Collection: 1,210% increase. Sales rank: 20 (was 262)
  • #31 – Gregory Peck Centennial Collection (To Kill a Mockingbird / Cape Fear): 1,168% increase. Sales rank: 66 (was 837)
  • #32 – To Kill a Mockingbird [Blu-ray]: 1,045% increase. Sales rank: 310 (was 3,552)
  • #33 – Blazing Saddles [Blu-ray] by Warner Home Video: 931% increase. Sales rank: 79 (was 815)
  • #34 – Comedy Greats Spotlight Collection (National Lampoon’s Animal House / The Blues Brothers / The Jerk / Car Wash): 825% increase. Sales rank: 349 (was 3,230)
  • #35 – Gone with the Wind: 750% increase. Sales rank: 2 (was 17)
  • #36 – Blazing Saddles (30th Anniversary Special Edition) by Warner Home Video: 679% increase. Sales rank: 139 (was 1,084)
  • #38 – Shenandoah: 281% increase. Sales rank: 354 (was 1,350)

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Ice cream brand Halo Top’s Instagram account features image after image of its carton pints swimming in melted swirls of vibrant oranges, purples and browns. It’s such organic social posts that have helped launch the 5-year-old brand in stores nationwide without spending a penny on advertising.

Halo Top’s Instagram account, which has 461,000 followers, emphasizes the packaging, with photos and GIFs of these pints set against minimalistic backgrounds and pops of color.

“Instead of cluttered or busy images with loads of messaging, we focus on clean images that allow our packaging and ice cream to shine through a bit,” said Justin Woolverton, CEO and founder of Halo Top.

How Halo Luxe Uses Instagram To Increase Sales As A

So far, it’s worked. Over the past 10 months, the brand has seen a 160 percent increase in social followers, from 400,000 in August to 1 million today. According to Woolverton, sales have increased by 2,500 percent over the last year and the product is now available in grocery stores nationwide.

Woolverton also credits the brand’s growth to its health-conscious and non-corporate message. “We work hard to make sure our voice comes through as best we can,” he said. “That way, our fans can see we’re just real people, not suited-up executives running focus-group studies on what people will respond to best.”

This includes sharing messages from Halo Top’s own employees and their favorite ice cream flavors. In various posts, Halo Top employees are named and quoted alongside their favorite pints, such as Chocolate Almond Crunch, Birthday Cake or Sea Salt Caramel.

How Halo Luxe Uses Instagram To Increase Sales On Amazon

How halo luxe uses instagram to increase salesforce

To keep the brand fresh in the eyes of consumers, the brand worked with Philadelphia-based creative shop Red Tettemer O’Connell + Partners for its first national digital campaign, which launched on social channels and digital platforms such as Hulu on June 29.

How Halo Luxe Uses Instagram To Increase Salesforce

“The Perfect Pint” is a series of four humorous spots depicting an archetypal battle between an angel and the devil. In the first two spots, the devil tries to convince the angel to stop making the “sin-free” Halo Top ice cream because he likes how the decadent treat normally makes people feel “ashamed.” The next two are slated to come out in July.

Putting money into its digital strategy won’t break the spirit of Halo Top, said Steve Red, president and chief creative officer at Red Tettemer O’Connell + Partners. “[Halo Top wants] to stay young and hungry,” he said. “All along the way, they were like, ‘Is this what a big corporation would do? Let’s do the opposite of that.’”

Photo Credit: Peck & Company