Curing Gen Z’s Post-Paralysis: Redefining Instagram for a New Generation
Objective:
Empower Gen Z to see life’s little moments as just as “story-worthy” as grand adventures.
The Big Idea:
We reshaped Instagram’s products to resonate deeply with Gen Z, introducing a fresh content approach, authentic tone, and dynamic design that aligned seamlessly with their creative expressions. By tapping into their world, we captured attention, drove engagement, and made Instagram feel truly relatable.
Creative Exploration:
Our campaign pushed the boundaries of creativity, leveraging:
- Motion Graphics, Illustration, and Video
- Puppets, Bold Styling, and Set Design
- A Blend of Meme-Worthy Fun and Fresh Visuals
Results that Speak Volumes:
- Top-Performing Instagram Stories: The campaign became Instagram’s highest-performing Stories, with an 80% product conversion rate.
- Making Instagram Accessible: Through thoughtful styling, casting, and storytelling, we made Instagram feel more relatable to Gen Z.
- Cultural Resonance: By exploring Gen Z’s cultural niches, we crafted content that aligned with their interests, values, and trends.
Scaling Success:
What began as a 15-ad initiative transformed into a high-performing, large-scale campaign. As results improved, so did the scope, growing to 1,200 ads per 6-week sprint. This success was achieved through a combination of:
- UGC & Co-Creation
- Asset Re-Sequencing
- Automated Production
Conclusion:
This campaign proved that with the right tone, design, and creative innovation, we could not only resonate with Gen Z but inspire them to see everyday moments as “story-worthy.” The result? A breakthrough campaign that set the standard for social-first creativity and engagement.
The Dream Team:
Behind the campaign was a powerhouse team of creatives, strategists, and producers, including:
Rebecca Rumble – Lead Creative Director
Nadia Saccardo -Creative Director
Juan Carlos Castro - Creative Director
Jen Lu - Creative Director
Isobel Oliphant – Asc. Creative Director Copy
Zoë Farrell – Copy
Jess Norris – Copy
Abram Seaman – Asc. Creative Director Motion
Emma Herbolzheimer - Motion Design
Rung Pavarodom – Motion Design
Juliette Delerue – Art Director
Zoë Lyle – Art Director
Lucia Olandi – Design Director
Bria Benjamin - Design & illustration
Lizzy Ferraro, – Design
Ben Pier - Photography
Michael Casker - DP
Kayla Bloch – Strategy
Lauren Starr - Account Director
Julia Winn - Account Director
Steph Tudor - Account Director
Margo Lowry - Executive Producer
Lisa Greenleaf– Director Production
Amanda Huelse - Producer
Sasha Skulinets - Producer
LJ Harris - Producer
Janie Penny - Producer
Vin Farrell – SVP Studios