Instagram: Make boring less boring.
Instagram aimed to draw in new users and boost usage among existing ones across 30+ global markets, all while staying culturally relevant and true to the brand.
The very thing that made Instagram famous - those perfectly curated, stylized photos - was actually driving teens away. The pressure to impress became too much, leading them to ditch it for platforms where they could just chill and be themselves.
To ease the pressure, the strategy was to lower the bar by reigniting the inherent fun in their mundane lives, which they saw as boring, powered by Instagram's creative tools.
Hype alerts.
We wanted less active Instagrammers to start using the "follow hashtag" feature. We did this by creating a tool that instantly informed users which trending hashtags they should follow, from #meowmeow to #nochill and more. Again, just a few examples of creative assets created by our data-driven growth-engine.
Discover a world of...
We got people to download Instagram by showing them the amount of content they can explore and interact with. We showed them that no matter what their interests are, thousands or millions of people like them are on Instagram..
Results
1.672 million downloads in 14 weeks
Half a million apps installed in a month
The most successful Instagram campaign of 2018