Our brief was to get Instagram’s most inactive younger users (13-17 years) in the three markets to start creating Stories during the week. A lot of our audience were inactive during the weekdays and only posted content at “special” occasions and more out of the ordinary weekend activities. We created a growth and acquisition campaign where we encouraged teens to be creative with their mundane and ordinary everyday moments. We opted for a digitally-driven campaign, that leveraged local insights, so that we could test, learn, optimize and localise creative as we go while ultimately tracking how the executions were driving app downloads.

With our communication strategy “Make Boring Less Boring” we wanted to move the brand perception from “which is your best angle” selfies to a place where nobody needs to feel the pressure to be perfect. So what type of situations do teens find themselves in during the week? Boring ones that are uninspiring and thought off as not inspiring enough to share with friends. That’s why we made a campaign about putting gif-eyes on everyday objects to show that there’s always something fun to share by adding a drop of creativity and using the features that Instagram has to offer. The idea was that within seconds of seeing the campaign teens would feel they could do more or less the same post by looking for objects in their own proximity. They just needed an object and then add a pair of funny looking eyes.

We used a number of research methodologies, including interviews, surveys and behavioural analytics, to compile data and research on our target audiences. From our research, we found that teens labeled Instagram as time-consuming, stressful/intimidating, invasive, anti-social and fake. Thus, our strategic conclusion was to “lower the bar” and shift teens’ perception of Instagram from the “picture-perfect, only for the weekend platform” to a safe, everyday avenue for self-discovery and self-expression.

With our creative idea to make “boring” less boring, we doubled down on existing market relevant trends, market specific “boring moments,” and cultural nuances, to produce tailored creative for the three markets that gave teens ideas on how to engage, discover, and create on Instagram.

Applying brand level craft with growth best practice, we made it as simple as possible to grab teens’ attention, become intrigued and to click on the “Install Now” button.

We designed a bespoke team model that allowed us to combine 3 working days in one. Strategic insight and creative development was led by our agency team. Then our partnering agency in Poland assisted us with ensuring transcreation efficiency, creative resonance across cultures and geographies, and swift post-production turnarounds. This model allowed us to output several assets per market and offer turnkey scalability as needs changed.

But we also needed to speak their language and create ads that teens can relate and respond to. We tried to use an iPhone instead when creating content in order to be on the same level creatively as teens. Suddenly the ads started to be more real, relatable and simple.

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