| 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.
The combined reach & multiple creative executions of the campaign lifted brand associations with Instagram as place for in-between moments to a statistically significant level, whilst competitor brand imagery weakened. We also protected brand associations as a place for inspiration and quality content. This was especially true in cities where we we ran communications across multiple channels.
Usage of Instagram Stories increased to a statistically significant higher level in exposed cities (versus control cities), proving communications were effective in driving usage metrics. Even during the short window of a 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 a brand event can also be an effective usage driver.
Across media partners, ‘Stories Are Everywhere’ created a depth of engagement that has now become the benchmark for all Instagram communications.
This campaign required multiple channels to be successful. First, success metrics ranged from brand perception (Instagram is for highlights & everyday moments) to Stories usage (lift in daily active users). While Instagram on-platform media drives usage, other channels were required to deliver reach and creative depth to shift brand perception. Second, to be relevant, the campaign needed to imitate teens’ use of Stories as a lens on the real world, which required OOH & events. Finally, because we targeted teens in select cities, multiple channels, including non-Instagram mobile/digital, were required to build the necessary reach to move metrics without TV.
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.