Corporate Instagraming

Charlotte Egeskov Andersen, Kristoffer Fløe Dalsgård, Marcus Kirkeby Stoltze, Mathias Simonsen Jakobsen, Worm Andersson, Sara Amalie, Dahl Andersen & Søren Knud

Studenteropgave: Semesterprojekt


Through an analysis of Maersk Line’s use of Instagram as a branding platform, this project seeks to examine why a company like Maersk Line has entered into this social media platform and what potential benefits and challenges that lie in the use of Instagram. The empirical knowledge drawn upon in answering this question is produced through qualitative interviews, these being a focus group interview with everyday Instagram users and the other being an interview with former ‘Head of Social Media’ at Maersk Line, Jonathan Wichmann. The results from the qualitative interviews will be used in an analysis drawing on relevant communication theory, as follows: The semiotic tradition will be used to give a thorough analysis of selected pictures from Maersk Line’s Instagram profile and the results from this analysis will be used in comparison with the results from the focus group. Different branding and storytelling literature will be drawn upon to further analyze the aspects from the two interviews. This project concludes, that the reason why Maersk Line benefits from joining and participating on Instagram, is that it is a simple and easy way to benefit from the company’s visual identity and get company related stories spread both internally and externally. On the other hand, this project also concludes that the simplicity is the downside of Instagram and therefore it needs to work in relation with other social media to create a joint social media strategy.

UddannelserBasis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato13 jan. 2014
VejledereHanne Themsen


  • Maersk
  • Storytelling
  • Corporate
  • Instagram
  • Semiotics
  • Branding
  • Communication
  • Interview