Pure Michigan: A Study

The state of Michigan is known for many things. Its Great Lakes. Its natural beauty. Its cherries. Its Pure Michigan ad campaigns with Tim Allen’s voice-over.

How did one state completely rework its tourism industry to produce one of the most recognized ad campaigns in the United States? I set out to explore the trends of Pure Michigan by exploring their Instagram account. By analyzing this data through the scope of the brand’s 2015 social media marketing strategies, I hope to answer a few questions about Pure Michigan on Instagram.

  • Do the Instagram posts coincide with the brand’s social media marketing strategies?
  • How has the account changed over the years?
  • Where are the most popular places featured?
  • What subject matter or content do the people like most?
  • What trends have remained the same?
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