100 THE POWER OF VISUAL STORYTELLING cross-functional social media team that is always com- ing up with fun and creative ideas for visuals. Inspired by their office, which is affectionately known as “The DD Mothership,” the team seeks out and tests everyday con- tent moments on Instagram that are best captured in real time. Offering a behind-the-scenes look, photos of monthly sampling events where employees try new menu items and recipes being whipped up in the test kitchen are often shared as photos or videos on Instagram (http://ins- tagram.com/dunkindonuts). The team also looks for opportunities to weave in attri- butes of the brand’s office culture, such as a passion for pink and orange Dunkin’ Donuts nail art, or the inter- nal “Tie Tuesday” movement, in which some employees proudly sport ties for fun. If a photo or video performs well on Instagram, the team may also consider it for use across other social media channels as a way to visually tell the story of Dunkin’ Donuts’ fun-loving and down-to- earth personality. Instagram has a niche following—at the moment. Like Pinterest, as it grows, its appeal will surely broaden. Reaching out to a young audience of people with an inter- est in style, fashion, and technology is a core goal for many brands, and marketers can work with its slick, integrated features to create imaginative, innovative campaigns that stretch the boundaries of traditional advertising and appeal to new audiences around the globe. With oppor- tunities like this, companies will want to make Instagram central to their visual marketing effort.