Yours to make

ARTICULATING THE ROLE INSTAGRAM PLAYS IN ITS USER’S LIVES AT GLOBAL SCALE.

STRATEGY

  • INITIATIVE

    Challenge:
    While young people use Instagram everyday, an evolving competitive market place has resulted in our audience needing to be reminded of the impactful role Instagram plays in their lives.

    More than any generation before them Instagram’s users today are seeking to discover who they can be, but they feel pressured to have it all figured out.

  • INSIGHT

    Consumer Insight:
    Who you are isn’t something that you simply choose, it’s something that’s constantly explored and slowly emerges by discovering WHO and WHAT matters to you.

    But you can only become what you can see.

    Product Insight:
    Global research revealed that youth use Instagram to:

    -Find their communities.
    (WHO matters to you)

    -Discover and experiment with their interests:
    (WHAT matters to you)

    -Share their perspective, however work in progress it may be.

    Strategy:
    INSTAGRAM OPENS UP YOUR APERTURE
    to discover WHO (social graph) and WHAT (interest graph) matters to you.

  • IDEA

    Yours To Make:

    Instagram is a lot of things to a lot of people. From a digital yearbook in quarantine to a club in our living rooms, to a travel log, progress documentary, business incubator, or an entertainment launch pad.

    Instagram is what you make of it.

    Where you are placed in the driver’s seat of your experience.
    It’s a place where who you are is never defined but constantly explored by discovering and sharing WHO and WHAT really matters to you.

    Because Instagram believes when we have a place to collectively explore and share who we can be, that’s what moves ourselves, our communities, and even the world forward.
    the creativity that brings people together.

    Instagram is and always has been
    Yours To Make.

Global executions

Korea

In a world of aesthetic pressures, Korean young adults seek places to grow interests and share and enjoy them with others.


Yours To Make encourages them that no matter what interests they have and whether they are good or bad at them, their passion for these subjects is best acknowledged, appreciated, and shared with others on Instagram.

Japan

In Japan, young adults must balance the pressure to conform and maintain a socially-acceptable image (tatemae) with their desire to explore their true selves (honne).


Yours To Make encourages all to fully embrace their true honne and love what they love by showing them that Instagram is the best place to explore and share their honne and the interests that make you, you.

Brazil

In Brazil, young adults feel the world and culture around them are marked by flux, while they have a deep entrepreneurial spirit and want to shape and impact their reality.


Yours To Make shows how you can explore and expand your perspective with Instagram, by bringing and sharing innovation, new ideas, and perspectives to the world around you.

India

In India, Young Adults seek the courage to express themselves while often running into personal hesitation and fear of judgment from their community.


Yours To Make shows how Instagram is a platform where they can express their work-in-progress selves and seek support from others on their journey of exploring who they can be.

impact

  • 182+ bespoke creative executions across multiple languages.

  • Global Launch across consumer, traditional, digital, and product touch points in the US, UK, India, Brazil, Korea, and Japan.

  • Global lift in the understanding of Instagram’s core offering:

    “You Can Explore Who You Are With Instagram.”

    [US: 83% of target, UK: 110% of the target]

  • One of the core efforts behind Instagram surpassing over 2 Billion+ users worldwide.