| Clifford Hopkins |
Instagram |
Head of Instagram Marketing |
| Taj Alavi |
Instagram |
Head of Global Brand Marketing |
| Bekah Sirrine |
Instagram |
Head of Creative Marketing |
| Lauren A. Rodwell, André Llewellyn |
Instagram |
Brand Marketing Manager |
| Jessica Dickey |
Instagram |
Associate Brand Marketing Manager |
| Maud Deitch |
Instagram |
Creative Marketing |
| Mark Bernath, Eric Quennoy |
Wieden + Kennedy Amsterdam |
Executive Creative Directors |
| Thierry Albert, Cal Al-Jorani, Craig Williams |
Wieden + Kennedy Amsterdam |
Creative Directors |
| Cecilia Pignocchi, Emma Mällinen, Cassandre Gouraud, Jordi Luna, Mariano Garcia |
Wieden + Kennedy Amsterdam |
Art Directors and Copywriters |
| Joe Togneri, Tony Stearns, Stijn Wikkerink, Khalid el Khouani |
Wieden + Kennedy Amsterdam |
Production |
| Kelsie Van Deman, Morgan Mendel, Annatruus Bakker, Debra Clarke, Caitlin DeAngel |
Wieden + Kennedy Amsterdam |
Interactive Production |
| Maud Klarenbeek, Rachel Perry, Stacey Prudden |
Wieden + Kennedy Amsterdam |
Art Production |
| Martin Weigel, Emma Wiseman, Anna Leonte |
Wieden + Kennedy Amsterdam |
Planning |
| Greg White, Wes Young, Freddie Young |
Wieden + Kennedy Amsterdam |
Communication and Digital Strategy |
| Claire Beesley, Reema Patel, Sara Constance |
Wieden + Kennedy Amsterdam |
Public Relations |
| Clare Pickens, Aitziber Izurrategui, Ben Prout, Yulia Prokhorova, Isabelle Udall |
Wieden + Kennedy Amsterdam |
Account Management |
| Joe Burrin |
Wieden + Kennedy Amsterdam |
Head of Design |
| Lizzie Murray |
Wieden + Kennedy Amsterdam |
Studio Director |
| Noa Redero, Cindy Kouwenoord, Danny van het Kaar |
Wieden + Kennedy Amsterdam |
Studio Artists |
| Gustav von Platen |
Wieden + Kennedy Amsterdam |
Interactive Designer |
| Zeynep Orbay, Thomas Payne, Malia Killings |
Wieden + Kennedy Amsterdam |
Designer |
| Gabriela Moreira, Saskia Van Zwieten, Loes Poot |
Wieden + Kennedy Amsterdam |
Project Manager |
| Kacey Kelley, Emilie Douqué, Michael Graves |
Wieden + Kennedy Amsterdam |
Business Affairs |
| MANSON |
CANADA |
Director |
| Marta Argullós, Oscar Romagosa |
Canada |
Executive Producer |
| Oscar Marmelstein |
AMBASSADORS |
Editor |
| Yann Stofer |
Ambassadors (Amsterdam) |
Photographer |
“Stories Are Everywhere” was an assertion. We wanted to show rather than tell people what was possible on Instagram Stories, and in doing show shatter the fallacy that it was only for certain moments. Our “Stories Are everywhere” message acted as an intimation that every moment has potential. And seeing it brought to live visually acted as a friendly nudge to make something of it.
Product demonstrations are typically creatively barren. They lack joy in every sense of the word. But the Stories feature was brimming with joy and creative opportunity. Rather than trying to convince people of its value with smart words - we wanted to show it in action. Our approach was to show how any moment could be make something worth sharing with Instagram Stories - so it demanded proof.
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.
‘Stories Are Everywhere’ created a depth of engagement that has now become the benchmark for all Instagram communications. Usage of Instagram Stories increased to a statistically significant higher level in our exposed cities (versus our control cities), proving that our communications were effective in driving trial of the new feature. Even during the short window of our 24 hour Instagram Stories Festival in Cologne, the hype of the event and our halo communications drove usage during and after the festival to a statistically significant level - proving that a brand event can also be an effective usage driver.
The pervasive nature of the campaign also helped to lift brand associations with Instagram as place for in-between moments to a statistically significant level, whilst competitor brand imagery weakened. This was especially true in cities where we were able to run communications across multiple channels.
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. 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
Many competitive apps used to see and share casual moments were perceived by teens as a place to kill time. To tot up meaningless streaks with friends and share insignificant content destined for the internet’s wastebasket.
It was important that whilst we needed to change the narrative and alter the perception of Instagram being precious and perfect, we could not to go too far and inhabit an insignificant, reductive position in the minds of our audience. Whilst we needed Instagram to be deemed more accessible and everyday, this was not at the expense of reducing it to a place for mindless drivel.
Our strategy was simple, demonstrate that the transformative nature power of Instagram Stories to make any moment Instagram-worthy. Show that Instagram Stories could elevate a small moment between friends, not flitter it away.