How to innovate on Instagram

The photo and video sharing network has become a favourite of brands. But who is using it in the most imaginative ways?

por Mark Tungate , Adforum

With its fun filters and ability to make life look photogenic and wonderful, Instagram has grown from a simple photo-sharing app into a powerful media platform. Entire careers have been built around it, with “influencers” becoming a new breed of celebrity.

But the idea of hosing influencers with cash and free products to turn them into brand ambassadors is already beginning to feel old. In fact, German bank Sparkasse and its agency Jung Von Matt last year satirized the influencer boom in a campaign for its Kwitt app. Its own influencer was highly unorthodox and, of course, 100% “authentic”.

TítuloKwittfluencer
BriefInfluencers on Instagram. Celebrities? Narcissists? Sales people? To promote the new peer-to-peer mobile payment feature, Kwitt, this campaign for German bank Sparkasse satirised influencer culture by creating an extremely unlikely "public figure" and getting him to strike familiar poses. The campaign mercilessly ridiculed everything and everyone that treads the thin line between advertising and self-promotion on Instagram. As he says: "Totally authentic."
Agencia
Campaña Kwittfluencer
Anunciante Sparkasse – public Bank of Germany
Marca kwitt

Quiere ver todos los créditos ? Este contenido sólo esta disponible a los subscriptores de AdForum

Suscribir y consiga acceso ilimitado

Be inspired by the best creative work from around the world.

PostedNoviembre 2018
Sector EmpresarialSólo para suscriptores
SinopsisSólo para suscriptores
Medio Interactivo
Director creativo Jo....es H...s Sólo para suscriptores
Director creativo F....es R...e Sólo para suscriptores
Director creativo E...da Ni....er Sólo para suscriptores
Responsable de conceptos / redactor An.....rie Br....er Sólo para suscriptores
Responsable de conceptos / redactor Be....in B..m Sólo para suscriptores
Director artístico Fr.....ka K...ger Sólo para suscriptores
Director artístico S...h Do.....en Sólo para suscriptores
Director artístico A...la J....ann Sólo para suscriptores
Fotógrafo H..s S...ck Sólo para suscriptores
Director ejecutivo de creación T..l E...l Sólo para suscriptores
Managing Director S..n R....lz Sólo para suscriptores
Director de fotografía T...as K...e Sólo para suscriptores
DIRECTOR DE SERVICIO AL CLIENTE Al.....ra Ba....us Sólo para suscriptores
Director de proyectos C....in S...n Sólo para suscriptores
Concept Creative ..e N....is Sólo para suscriptores
Social media consultant P..l Sa....nn Sólo para suscriptores
Social Media Manager B...rn Tr.....ky Sólo para suscriptores

 

 

Influencers themselves were the unwitting targets of “The Black Future Social Club”, a campaign from Italian agency Dude promoting the dystopian sci-fi series Black Mirror. The pop-up club was open only to people who had more than a thousand followers on Instagram. Not only that, but once they were inside they had to collect a maximum number of “likes” for their photos of the night, or risk being kicked out.

TítuloBlack Future Social Club
Agencia
Campaña Black Future Social Club
Anunciante Netflix, Inc.
Marca Black Mirror Season 3

Quiere ver todos los créditos ? Este contenido sólo esta disponible a los subscriptores de AdForum

Suscribir y consiga acceso ilimitado

Be inspired by the best creative work from around the world.

PostedJunio 2018
Sector EmpresarialSólo para suscriptores
SinopsisSólo para suscriptores
Sinopsis (Lengua original)Sólo para suscriptores
Medio Eventos
Duración
Director creativo L...o B...li Sólo para suscriptores
Director creativo L....zo Pi.....tti Sólo para suscriptores
Responsable de conceptos / redactor N...lò Ca....si Sólo para suscriptores
Director artístico L..a R..a Sólo para suscriptores
Director de cuentas E...a P...a Sólo para suscriptores
Responsable de cuentas de agencia A..a N....li Sólo para suscriptores
Integrated Production Director M...eo Pe....ri Sólo para suscriptores
Event L...a ..y Sólo para suscriptores
Productor ejecutivo I..n M...o Sólo para suscriptores
Productor de la productora S...ne R...i Sólo para suscriptores
Post Production Supervisor S..a M....do Sólo para suscriptores
Montador D....le D...e P...e Sólo para suscriptores
M...o .e Be.....tis Sólo para suscriptores

 

 

The most notorious aspect of Instagram culture is the selfie, the 21st-century version of the good old self-portrait. Whether you find it endearing or annoying, the phenomenon is hard to escape. Here’s what happened when US agency CP-B and t-shirt maker Fruit of the Loom noticed that thousands of men were taking pictures of themselves with their torsos bared.

Título#Putashirton
Agencia
Campaña #Putashirton
Anunciante Fruit of the Loom Inc.
Marca Fruit of the Loom

Quiere ver todos los créditos ? Este contenido sólo esta disponible a los subscriptores de AdForum

Suscribir y consiga acceso ilimitado

Be inspired by the best creative work from around the world.

Fecha de primera difusión/publicación Sólo para suscriptores
Sector EmpresarialSólo para suscriptores
Filosofía Sólo para suscriptores
Medio Redes Sociales
Duración
Jefe de cuentas M..k H...ey Sólo para suscriptores
Jefe de cuentas L...en S....ik Sólo para suscriptores
Director de cuentas K...ti Ki....de Bo.....te Sólo para suscriptores
Planning Director C...g Mc....ll Sólo para suscriptores
Planning Team W....ey At....on Sólo para suscriptores
Business Director P...a W..b Sólo para suscriptores
Director creativo .T T...er Sólo para suscriptores
Director creativo adjunto S....on G...ey Sólo para suscriptores
Director creativo adjunto J..h S....on Sólo para suscriptores
Productor de la agencia A...r P..a Sólo para suscriptores
Social Media Strategist N...i Z...k Sólo para suscriptores
Fotógrafo M..e Ol....ad Sólo para suscriptores

 

 

Perhaps not surprisingly, the platform’s Stories video sharing feature – an idea famously pinched from rival network Snapchat – is proving attractive to brands. A typical feature of Stories is the ability to vote on images and content. This enabled Burger King and LOLA Mullen Lowe in Spain to give users the opportunity to order customized burgers by voting on their favorite ingredients.

TítuloBurger King Stories Ordering
Agencia
Campaña Burger King Stories Ordering
Anunciante Burger King
Marca Burger King

Quiere ver todos los créditos ? Este contenido sólo esta disponible a los subscriptores de AdForum

Suscribir y consiga acceso ilimitado

Be inspired by the best creative work from around the world.

Fecha de primera difusión/publicación Sólo para suscriptores
Sector EmpresarialSólo para suscriptores
LemaSólo para suscriptores
SinopsisSólo para suscriptores
ResultadoSólo para suscriptores
Medio Redes Sociales
Duración

 

 

Talking of Stories, The New York Public Library and Mother quite rightly asked themselves why there weren’t any actual stories on the platform. To put matters right, they created InstaNovels – classic stories in Instagram form, with beautiful animated introductions.

TítuloInstaNovels
Agencia
Campaña InstaNovels
Anunciante The New York Public Library
Marca The New York Public Library

Quiere ver todos los créditos ? Este contenido sólo esta disponible a los subscriptores de AdForum

Suscribir y consiga acceso ilimitado

Be inspired by the best creative work from around the world.

Fecha de primera difusión/publicación Sólo para suscriptores
Sector EmpresarialSólo para suscriptores
Medio Redes Sociales
Duración

Agencies are also starting to make creative use of some of the platform’s quirkier tools. For example, animal rights group Bite Back and the agency FamousGrey in Belgium took advantage of Boomerang, which lets users turn short films into endlessly repeating clips. This was used to demonstrate “zoochosis”, which can provoke obsessive-compulsive disorder among zoo animals, such as performing repetitive actions.

TítuloNot a Boomerang
Agencia
Campaña Not a Boomerang
Anunciante Bite Back
Marca Bite Back

Quiere ver todos los créditos ? Este contenido sólo esta disponible a los subscriptores de AdForum

Suscribir y consiga acceso ilimitado

Be inspired by the best creative work from around the world.

Fecha de primera difusión/publicación Sólo para suscriptores
Sector EmpresarialSólo para suscriptores
Medio Redes Sociales
Duración

 

 

Finally, true Instagram addicts sometimes want to take a break from the platform altogether. That’s why Jung Vom Matt/Limmat came up with the “Relax we post” service for Ibis hotels in Switzerland. Hotel guests in Zurich and Geneva could put their Instagram accounts in the hands of experienced influencers, leaving them completely free to enjoy their vacations.