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.

We knew we needed to entice teens. And that another well shot 60” manifesto film wasn’t going to cut it. So, we took inspiration from the feature itself and crafted an idea as dynamic and surprising as the platform experience. Using over 250 unique creative assets across digital video, out of home, events, spotify ads and cinema - we created a message that grew in meaning with every new executions. Every asset worked as both a demonstration and an invitation to create.

We established our message with a series of 15” digital videos (26 in total) on and off platform, which juxtaposed the poised world of Instagram feed with that of more casual Instagram Stories content. Each film was designed to resonate to users interests we knew were popular on the platform and with our target audience. These helped to demonstrate how every moment belongs on the platform.