The campaign was released in the United States, Germany and Italy during the month of April. Producers say the campaign was inspired by the amazing creativity users possess with simple tools such as stickers, brushes and some live video.
"Instagram is one of the most loved brands in the world, and it's their first global campaign," said Thierry Albert, creative director at W+K Amsterdam. "In a world full of hyperstylized communication, it felt fresh to shoot the campaign on iPhones, using only the stories features. No cheats. No tricks. Anyone can do what we did. All you need is the Instagram app."
The campaign included 26 stories unveiled at an Insta Stories Festival in Cologne, Germany, on June 24th. Before the grand reveal at the Festival, W+K employed over 270 billboards and guerrilla out-of-home efforts.
Instagram executive creative director Bekah Sirrine attributed, "We intentionally mirrored the experience of Instagram Stories, so all the executions were short, fun and surprising. We didn't take ourselves too seriously, because that's what connecting with friends on Instagram is all about."
Check out the creative innovations of Insta Stories below.
"Whether you love pineapples, dancing horses, inspirational quotes, ramen hair or Fashion Week, you can find it on Instagram, and you can find someone else who loves it too. Unearthing these insights through the platform and delivering them in entertaining way, coupled with the fast pace of the work, challenged us to think about how we create content and embrace an exciting new journey with Instagram," added Clare Pickens, group account director at W+K Amsterdam.
Instagram really captured an authentic representation of what their users experience while using stories in a super creative way! It's especially refreshing to see a brand introduce new features in a way that shows they understand their audience and changes they make are truly intended to enhance the user experience. This campaign was last year, and stories is an obvious feature to combat Snapchat stories. It is very interesting to read about how Instagram went this now, while Snapchat is facing major backlash and losing users to Instagram themselves due to an unexpected interface change. Instagram made a good choice for their brand with this move and it sets a good example for how technology companies should understand what users like about them in order to convince them to embrace and try new features and avoid alienating the brand.
ReplyDeleteThanks for the info!
ReplyDeleteI've never personally messed with Stories before but this got me excited
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