@SeeLikeMenna is the first ever Instagram experience that lets you see the world through the eyes of visually impaired skier and Paralympic gold medalist, Menna Fitzpatrick as she trains. Menna was involved in every aspect of the content creation in order to create an experience that was truly authentic representation of her unique life. With input from Menna, and using her medical records, we created content that accurately reflected her vision after consulting with a team of leading ophthalmologists. All the captions written for the account were inspired by insights directly from Menna, and approved by her personally. The first-person caption copy also helped anchor the experience in authenticity. For the first time, people could experience what it’s like to be a visually impaired Paralympian. And we did so on mobile, because in 2018, there has been a 50% rise in mobile viewership of the Olympic and Paralypmic Games.

We created the @SeeLikeMenna Instagram account along with a teaser video to help build a community around Menna. A series of first-person POV videos were posted each day along with stills that let people experience what it’s like to be a Paralympian with only 3% vision. The teaser video for the account was translated into 20+ languages and was published on YouTube and Facebook, that also directly linked to the @SeeLikeMenna Instagram account.

@SeeLikeMenna was distributed across global social media platforms (Facebook, Instagram, Twitter) across 26 countries during the Paralympic Games, reaching a large scale global audience. Promoted videos on the social platforms directed users to the @SeeLikeMenna Instagram page, encouraging exploration and engagement with Menna's experience.

@SeeLikeMenna helped change the way that people see Paralympians— giving people a unique window into what it takes to compete at the Paralympics, while underscoring Toyota’s commitment to mobility for all. The campaign created an entirely new community of followers @SeeLikeMenna comprised of tens of thousands of individuals. We also sparked a global conversation around the games. And ultimately, Toyota’s mission helped make the 2018 Paralympics the most watched games in history. Teaser views: 41 Million Likes and Comments: 250K Media Impressions: 1 billion International Articles: nearly 1200 feature press placements at top tier publications around the world

We want to reach the next generation of Olympic and Paralympic movement enthusiasts. People who are not only inspired by the passion of the Games but the stories of individual struggle. This audience craves meaningful, authentic content—they want connect with a real life story and be inspired.

As a 100% visual platform, Instagram was the perfect place to tell a story about our visually impaired skier. We could tell our story in a way that was disruptive to the typical user experience, but creating an account from Menna's POV made the content feel native to the platform. Also, creating an account in Menna's own voice let people connect with her on a deeply personal level.

Marking a historic moment for Toyota, the brand wanted to shift from a car company to a mobility company, in hopes of one day creating barrier-free mobility solutions for all. As the first ever Official Mobility Sponsor of both the Olympic and Paralympic Games, Toyota wanted to demonstrate its commitment to mobility on a global platform. But instead of just telling people that we’re a mobility company, the brief was to prove it through the partnership, all while elevating the Paralympic Games and partnering the athletes who embody our mission that when we're free to move, anything is possible.