Gen Z struggled to create engaging Instagram posts due to the overwhelming perfection of the content
they saw on the platform.
To address this, we implemented a simple strategy: pairing everyday moments with Instagram products
to create fun and relatable stories.
Our campaign aimed to inspire Gen Z to create and share more Stories by developing a visual story system that felt authentic and attainable.
We utilized a variety of content, including selfie mode videos, UGC, How to’s, Giphy stickers, custom templates, and hand-drawn community creations. We also paid attention to details such as casting and styling to ensure authenticity.
By taking this approach, we made Instagram more approachable and encouraged others to share their content. Our efforts yielded positive results, with ad numbers increasing from 30 to 1,692 over nine months and an impressive conversion rate of 80%.