The Music Goes On
In partnership with Universal Music Group we launched the concept TMGO globally. The concept focuses on the young upcoming popstar Natania Lalwani, a young Indian artist, and leveraged the launch of her new song “Confidence” alongside our campaign as users from around the world remix her music and create Reels content. The concept launched with the inclusion of her at the time unreleased new song 'Confidence' which was aligned with a promotional release by UMG. TMGO has scaled to become the top performing asset globally for Instagram, and has been translated into 30 languages and localized across 5 major regions.
Bring Your Whole Self
Bring Your Whole Self was a TikTok-specific test with 3 different iterations and 3 different creators. This concept was ideated from the research point that some Gen-Z users believe there is a high barrier to entry for Instagram. We wanted to test and prove the impact of working with user generated content vs sourcing casted talent and the effectiveness of which production method drives the most impact as we expanded on the TikTok platform and ultimately contributed to our learnings and channel best practices. These creators speak to the user and use the popular TikTok format "What Should I Post on Instagram?” showing Gen Z that Instagram is the place to bring your whole self.
For The Fans
We had found a lot of successful impact with animations at Instagram and thought this treatment would be perfect to encompass the excitement and connection aspect of the World Cup. Through deep market analysis, we identified the building sentiment around the World Cup to be a particular moment of connection and excitement that we should invest heavy production effort into. Insights from this campaign helped determine how we strategized and produced seasonal campaigns moving forward. While every team and country may have different fans, their passion for the sport is one thing that can’t be questioned. This concept drove incredibly impressive performance; It became the top performing concept in terms of global conversion volume by the 6th week after launch! The concept scaled to rank in the top spot with 12.67% of total global conversion volume for our entire account. Not only is it the top converting concept, it has reached this scale while maintaining the best CPA of our top 5 scaled concepts. It launched in 20+ languages, 3 sizes, and 3 lengths: 18s, 30s, and 60s.
Connecting Creativity
We used eye-catching Instagram brand colors to highlight just a few of the many types of creators who use Instagram to get and share inspiration and connect with other creative friends. We sourced real Instagram creators for this production and one by one peek into their world doing their thing in their own personalized set. Each creator has their own set styled with their interest and lit with a unique section of the Instagram gradient. Connecting Creativity drove 10% of global conv volume & is the top performing TikTok concept for ages 13-24.
Meet Instagram
Instagram Japan
Through interest testing in Japan, we identified anime as a top performing interest in the region, and then worked with local teams to produce an animated concept that resonated in the region. This became a top performing concept in both our UAC channels as well as local digital channels in the region managed by our localized partner.
Muttville
We shine a light on the people doing the hard work every day at Muttville, an SF local pet rescue we collaborated with, to reveal how their mission and reach can be amplified with a few clicks and human determination. This spot begins in an animated world to tell our hero mutt’s story, transitioning to live action at the halfway point. In animation, our rescuer Maddie is the only human whose face we see. In live action UI settings, a mix of story content and documentary Muttville footage is featured.
Privacy in Your Hands
The goal is to display what remains secured through built-in end-to-end encryption and remind users that their privacy is in their hands. This animated concept helps showcase the complicated aspects of WhatsApp through an easily digestible and fun storyline. We show how anyone can use WhatsApp to connect to their community, and how it is used by everyday small businesses across the world. This concept scaled to become one of the top global concepts for WhatsApp.
Moving Day
After a successful animated launch at WhatsApp in regards to privacy, we wanted to produce an additional animated concept to drive more impact on our top-line conversion volume. This concept follows a young family as they use WhatsApp to stay connected to friends and other family members during the entire process of their move. They make a list of things they need and designate one room per family member, share the location of their new place securely with end-to-end encryption and share videos and photos of the process like picking out decor/wall colors.
Family Ties
Built with a focus on connections between family and friends. The instant messaging value prop was highlighted in this concept. Family Ties was a localized production for EU, and was later translated and launched into multiple other regions. We follow the story of a dad helping his daughter on her picture day, and then after a series of mishaps, they give mom a call over WA. We show the power of WA to connect families across the world.
Reel Heroes
Reel Heroes was built as a creative refresh for the US in collaboration with Stranger Comics, a black owned California based comic publisher. A group of action-movie fan friends show their latest creation process and cosplay costumes on Reels.
No Wet Laptops
Timbuk2
Commuters in today's world shoulder a slew of electronics and digital tools in their carry. Often, a commute is punctuated by inclement weather. This campaign was developed to show consumers that Timbuk2 bags are designed and sewn to minimize the exposure of all that you carry into the elements.
Stay Close
Stay Close follows a group of friends who "get together" for a meal. We show them chatting, cooking and having fun... with a twist. While the scenes are set up to show as if they are all together, we cut to reveal they are on a group video call at the end. It's the next best thing to being together in person.
eCommerce
Timbuk2
Consistently built content for our eCommerce product pages to provide visuals on product features and details
Covid Contact Free Pharmacy Pickup
When the pandemic started, our team was tasked to quickly build informative creative for our pharmacies. We wanted to ensure all customers could safely and securely retrieve their medicine contact free