Young Brazilians are navigating a society that continues to be impacted by social and political unrest. This state of flux has a harder impact on the youngest in society as their personalities are still a ‘work in progress’.

Given the digital tools this generation has at their disposal, many Gen Z create content in some form on a daily basis, but over time they’ve come to view Instagram as being too curated and focused on perfection, putting Instagram at odds with a place to build their individual personality.

In order to keep audiences engaged with the platform, we needed to re-establish Instagram's relevance with its core audience so they view it as a place where they can express themselves authentically, in real life.

‘Lollapalooza - Yours to Make’ campaign was born directly from this purpose and combined with the audience’s desire to put their own stamp on the world. By putting the audience at the heart of the story, it became a campaign by the audience, for the audience using Instagram platform as an enabler to amplify the community's own creative expression.

The launch of Yours to Make in Brazil has generated an incredibly positive response from the community and in particular from the creators we featured since they started organically to hunt throughout the cities their own Instagram Yours to Make OOH so they could share and keep the conversation going with their own community.

Based on this community truth,, we followed the brand's belief and celebrated self-expression transforming our OOHs and other placements into a canvas that is "Yours to make", enabling a wider community to build our campaign through their own eyes.

Using Meta technologies, we created a seamless user journey; ads appeared on our platforms, inviting Gen Z to participate and be the protagonists of our campaign. The ads took them to a WhatsApp BOT, where they consented to participate. They then selected an AR effect curated from AR native creators from our platforms. Once users chose their favorite AR effect, they filmed themselves creatively in their unique way using the AR, and internal Instagram teams then moderated the content. The content was sent back within seconds with a digital template made through Dynamic Ads and featured to high-profile out-of-home sites across main cities of Brazil. These OOHs were geo-targeted so the audience could know precisely where their specific content would be displayed. Those who attended the Lollapalooza music festival could also see themselves in our Instagram space and on giant billboards at the main stages, attended by over 250K people.

With Gen Z viewing themselves as creative individuals, the AR Filter OOH campaign was a great way to connect them and showcase their everyday creativity. A total of 2342 videos were created within 02 weeks reaching over half the population of Brazil (115 million people). And as soon as the OOH went live, many participants raced to track down ‘their’ poster sites and filmed themselves with them - thereby creating more content, engagement and keeping the conversation going with their own communities.

‘Yours to Make’ helped reposition Instagram in the eyes of Gen Z with 66.8% of those who saw the campaign saying they viewed Instagram as an “innovative brand” and 63.4% associating Instagram with the Lollapalooza festival. We created a campaign 100% made by our people reinforcing how Yours to Make is the main pillar of Instagram's approach.