Senior Content Manager and Creator at Havas WorldWide Chicago
Craig is a Senior Content Manager and creator at Havas WorldWide Chicago. He grew 64K in followers on Instagram and earn over 100K since joining Instagram.
He is a former pastor turned professional advertising photographer based out of Chicago, IL. While his day job is at Havas Worldwide Chicago, Craig’s success includes working with Jeep, Kayak, Reynolds Kitchens and more.
Tactic that has had the biggest impact on Craig’s success
Being personal, authentic and vulnerable
Result if you follow the steps in Craig’s session
Increase followers and likes
Full session with video, notes, audio and discussion inside EHQ Club. Learn more
Expert session snapshot
I think for brands are you know, every brands looking for an ROI, return on investment, you know, especially on social media. So when I think of when I work with brands, on social media, I want to make sure that those brands line up with me, and how I do things and how I would shoot and how I portray myself.
I’ve often found that brands that, you know, I’ve seen, for instance, this is kind of a great example, like it happened a little while ago, Miller, I think was Miller High Life, came out with these Instagram ads, and you saw all these influencers post these really crazy shots of a beer can, but it wasn’t their work at all, like it was an eye, you know, you could watch the comments roll in and everybody’s just like, yeah, that’s terrible.
Like, why are you posting that right now, you’re all about nature, why we seen a beer can at Yosemite, you know, and so you had, you have all these things that these brands that try to like, come into connect with people but yet infuse their own work but it doesn’t necessarily work, especially on Instagram.
Because what Instagram is built on, and this is I think this is super important for brands to know, it’s based on, my friend, actually Pete Halverson and I were talking about this but, it’s, brands are built on community on Instagram, and trust.
So each brand it’s like going to a party, has their own community of people, you can find them, you can find like, like ballerina accounts, you can find food accounts, you can find car accounts. I did a campaign with true car at one point, you can find, you know, architecture account. So every brand has an opportunity to connect with what their, what would even fit into their brand silos.
And I think if brands can isolate and drill down and figure out which side they want to be a part of our with silos they want to reach out to and find their community that’s already purchased products or that’s already represents who they are, then they have an opportunity to really kind of continue to win people on social.
Yeah, I think what you’ve just been explaining and what I’ve been hearing is that community and these followers, this audience is a super powerful audience. If they don’t like something they’re gonna let you know, the thumbs down and they’ll let you know in the comments below the image.
And you mentioned as well earlier on that you went and met up with some of these people and you know, you’d built friendships with him. You felt like he already knew them prior to actually meeting them in person, like, talk to us about how powerful that relationship is with your followers.
Yeah, I think the biggest thing, the biggest opportunity I had to do, that with and even kind of live that out was with two guys I met on Instagram.
One of them was named Eric Ward, who goes by Little Cole on Instagram. And the other guy’s name is Ricky Staub, who owns a film production company that was based in Philly. But now he’s in LA as well. And he, his company’s really interesting. It’s called Neighborhood Film, and their production company. So they work with really big brands.
And they’re right now, he’s been all over the country for the last six months shooting commercials. But the bread and butter of his company isn’t necessarily what you would think. He sacrificed a lot of profit and a lot of what he does, in order to develop an insert internship program that hires the incarcerated.
So he pulls in interns through his company that hires people who have been formerly incarcerated. And when I look at that, you know, and Eric and I really, you know, we met Ricky, realized what an inspirational guy he was.
He had a passion project that he was like, you know, I really want to go across the country. And I want to stay with people that I only know through Instagram, and then I hadn’t yet met face to face, right?
So it goes back to my connecting story from the beginning this whole idea of we connected for the first time I became really good friends. It felt like a family reunion. Only now, we were going to make a documentary out of it.