Instagram, the visual storytelling app that your mum has probably heard of, is a global phenomenon. Famous for filtered photos, latte art and well-lit selfies; many falsely believed Instagram was a place for life’s highlights.

Enter Instagram Stories; an inflection point in the evolution of the product. A feature that invites users to share all the moments in their day, not just the momentous ones. To exist in the now and revel in the time in-between. For a youthful brand built around expression - that relies on a hungry, engaged, passionate flow of users - this presented a very real, distinct opportunity to build relevance.

The challenge for communications was to build awareness of Instagram as a place for seeing and sharing casual moments (positive lift in brand attributes) and entice teens users to check out the new feature (stat sig usage lift) across key US, Italian and German regions.