Webby Nominee: Best Social Campaign
Instagram's success had been in its use of the social graph. But unless followers were diversifying their feeds with accounts beyond their friendship circle, or public figures, inventory was finite.
The ability to follow hashtags was seen as a first step towards encouraging an opt-in experience to disconnected content in users feed and stories.
Our first campaign, "Follow a hashtag like you follow your friends" encouraged users to follow their favorite interests, and dive deeper to explore the next #hashtag they'll love.
The promotion of following hashtags served as a much broader lifecycle marketing effort to diversify user’s explore experience.
A second campaign "The FreakySneaks Collection" took the most popular interests on Instagram, #sneakers, to promote the top emerging interests on the platform.
Additional campaigns featuring partnerships with Riverdale, The Voice, and mini-docu series with Popsugar and Lad Bible helped deliver our PMF goals in record time, giving users more to love on Instagram.