INSTAGRAM

SHARE MORE STORIES

In 2019, Gen Z saw Instagram as a polished platform, thus they rarely posted on IG Stories. We were asked to determine what resonated with Gen Z by creating and testing hundreds of ads at once. We started by pinpointing their interests using data and developing a scalable storytelling system. By templatizing and reconfiguring a wide variety of content mediums, playing around with various levels of fidelity, and having a hell of a lot of fun filming proof-of-concept IG stories all over R/GA’s offices, our team produced over a thousand 15-second ads in eight months. Running on Instagram and out-of-home, our goal was to get young users to share Stories right then and there. Despite the highly systematized approach to creating ads, our narratives connected and inspired teens to post candidly. With an 80% conversion rate and 1MM new Stories per day, we were told it was Instagram’s most successful campaign to date.

(JUST A FEW OF) THE ADS

Agency - R/GA NY

Roles - Mid/Senior copywriter, concept creation and execution