People often cannot comprehend the tremendous feat these Paralympians overcome and what it takes to even reach the podium, let alone compete. @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. We created a community around Menna comprised of tens of thousands of followers who interacted with the visually arresting content we created, both video and stills, that accurately reflected her 3% vision. Her own first-person caption copy also helped anchor the experience in authenticity. For the first time ever, people could experience what it’s like to be a visually impaired Paralympian competing for gold. 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. We call our audience the Optimists of the world - people who believe technology and innovation will lead humankind towards a brighter future. Subsequently, we needed a innovative, forward thinking platform in order to best communicate our ideas with our target audience.

As a 100% visual platform, Instagram was the perfect place to tell a story about our visually impaired skier. We could tell it in a way that was disruptive to the typical user experience, which would catch the attention of the platform's digitally savvy users.

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 empowering the athletes who defy the odds to overcome the impossible.