Landing Bolton on Instagram

Along with the everyday frenzy, Bolton’s Corporate Communications Team has been working on something big. As of this March, the Group is officially on Instagram, a milestone that surely didn’t happen overnight. It took research, creative thinking, and a clear vision of who Bolton is and who it wants to speak to.

Giulia Grassi Frigerio, Group Communications Specialist, and Sofia Carnevali, the Group’s Copywriter, walk us through every step of the journey, from the spark of an idea to the very first post going live.

Sofia and Giulia, where did it all begin?

Giulia Grassi Frigerio: It started with a very simple question: where are the people we want to connect with, and how do they communicate? Instagram has over 2 billion monthly active users and 62% of them are between the ages of 18 and 34. That’s a generation we need to be speaking to: future Boltonians, current employees, and the talent that might not know us yet. Once we saw that, the decision was straightforward.

Sofia Carnevali: I joined Bolton mid-project, but it was very clear to me from day one that it wasn’t just about being present on a new platform for the sake of it. We wanted to use Instagram to do something we can’t do quite as powerfully anywhere else: tell our story in multiple ways, across multiple formats, with a tone that feels a little bolder and more human than what you might find in a corporate LinkedIn post. Instagram gives us creative permission to bring the Boltonian spirit fully alive.

What were the strategic goals behind the launch?

Giulia Grassi Frigerio: I'd say the biggest driver was really wanting to close a gap. Bolton has so much to show, incredible brands, incredible people, incredible stories. And yet, if you searched for us on Instagram, we simply weren't there. That felt like a missed opportunity, especially when you think about how 79% of job seekers use social media in their search, and 86% check a company's social media before applying. Younger people don't just Google you, they look you up on social media. And if they find nothing, they move on. But it was also about our own Boltonians. We wanted them to scroll through our page and feel genuinely proud. Like, that's my company, and it looks amazing.

What was the most challenging part of bringing this to life?

Giulia Grassi Frigerio: Behind this kind of launch, there are months in the making, and a lot of alignment is absolutely necessary. But we were backed by strong managers who believed in this project.

Sofia Carnevali: When it comes to content, I have golden retriever energy. I get immediately excited and want to do a thousand things. So, for me, the hardest part is still to take a breath and remember that slow and steady wins the editorial plan. It’s crucial that every post is intentional and not rushed just for the sake of it. We’re trying to open a new window here, not kick-smash a wall.

What kind of content can people expect to see?

Sofia Carnevali: We’ve built a full content ecosystem, and we have spent the last few months producing original content featuring our very own people. We’re also actively keeping an eye on trends so that we can integrate our storytelling with a bit of whimsy and a fresher tone of voice. We really want to showcase all the different facets of this huge, global Group. But I don’t want to spoil too much, you’ll have to follow the account to know more!

What's the one thing you hope people take away from the page?

Giulia Grassi Frigerio: That it’s as much a place of discovery as it is a meeting spot for all things Bolton through a different lens: the stories behind the brands you work with every day, the colleagues you've never met, the offices you've never visited. It's worth a look!

Sofia Carnevali: That we’re always ready to bring new stories to life. We have plans for this channel, but at the end of the day, it’s made of everyone’s desire to showcase new facets of Bolton. So don’t be shy and contact us if you have something to share!