Dior builds content before promoting Instagram feed

01/2/2014 | Luxury Daily

Though French designer Christian Dior started an Instagram account on Nov. 15, the company waited more than a month to promote it to Facebook fans to allow time for content to build. "Fans of premium brands love exclusivity," said Jeff Cohen, MDG Advertising's social media director. "Instagram was built around a dedicated and loyal fan base, and smart brands know how to leverage that loyalty."

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