INSTAGRAM

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THE BEST STORY IS YOURS

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INSTAGRAM → THE BEST STORY IS YOURS →

Role:

Concept, Copywriting

Deliverables:

In-App Campaign

Creative Team:

Helder Oliveira, Abhi Sinha, Karine Brasil

Instagram wanted to launch a global growth campaign targeting Gen Zers who had never downloaded the app. Two factors came together to form a single problem: teens weren’t using Instagram because they didn’t feel their content was good enough to share. We have to show them that their lives and habits are worth sharing.

INSIGHT

Your dog. Your food. Your friends. Your trip. Your life. There’s no good or bad on Instagram. There’s only your way. The best way.

CONCEPT

Text that reads 'The best story is yours' on a black background with white and gray font.

A campaign to celebrate IRL
moments through Instagram.

Instagram logo icon with a black background and a white outline of a camera.

FIRST PHASE

Digital Campaign

For the campaign launch, we were limited to the provided photo and video toolkit, so I spiced up the banners and storyboards with headlines, making sure to incorporate Instagram features into the narrative. We also proposed a dual approach: one evergreen and another focused on the concept.

Two friends smiling and taking a selfie against a yellow brick wall, one wearing a yellow jacket and the other wearing a mustard beanie
A woman and a man smiling and hugging against a yellow brick wall, with text overlay that says 'best bond ever.'
A joyful woman and man smiling and laughing together against a yellow brick wall, with colorful confetti, a purple cartoon heart, and Instagram and hashtag stickers.
Instagram app promotion screen with a colorful gradient background, Instagram logo, and a 'Download now' button.
Girl with short hair making a funny face, wearing a striped hoodie with black, red, blue, and beige colors, and an earring, taking selfie indoors.
A young person with short hair making a playful face while wearing a colorful striped hoodie, with the text "less is lit" overlaid on the image.
A young person with a short buzz cut and earrings making an intense face, wearing a colorful striped hoodie, with fire emojis superimposed around them.
Instagram logo with a gradient background and a download now button.
Person smiling wearing round, colorful glasses in front of a shiny, multicolored backdrop.
Person smiling wearing round glasses with colorful reflections, green jacket, orange shirt, against a multicolored shiny backdrop, with white handwritten text reading "writing isn't my type."
Person smiling in colorful festive setting wearing reflective glasses and bright neon green jacket with orange shirt, with digital white doodle overlays of lines and curves.
Instagram logo with colorful gradient background and a white "Download now" button.
A hairless Sphynx cat sitting on a colorful striped blanket against a white brick wall background, with the words 'THE BEST' overlaid.
A young woman smiling happily outdoors at the beach holding a large beach umbrella, with the text 'THE BEST' overlaid on the image.
A woman with curly hair singing into a microphone, wearing a black leather jacket with fringes and red pants, with text saying 'The Best' overlayed on the image.

SECOND PHASE

In-App Ads

Eventually, Hogarth Mexico joined forces with Porto Alegre and NY offices to expand the campaign with two in-app films – the kind you watch during a mobile gaming session. The focus remained the same: features like Music, Emoji Slider, Reactions, real people, and a clear 'Download App' CTA at the end.

Films

Seven young men posing in front of a backdrop of national flags, wearing soccer jerseys from various Latin American teams.
A close-up black-and-white photo of a woman's face with tears and a drawn teardrop tattoo on her cheek.