Client: Instagram
Role: Creative Direction
​
Creating a simple campaign with minimal spend over Ramadan, a time where many brands fight for the spotlight.
​
To highlight instagram as a platform for good and bring social media back to it's original purpose, of connecting people, we launched #MonthofGood. To launch the campaign and create conversation Instagram reached out to it's competitors with an unexpected word of kindness.
​
​
​
Instagram's default stickers changed for the month of Ramadan to encourage positivity and good sentiment.
Personalised stories were created for those who took part by using the #MonthOfGood hashtag, highlighting their moments of kindness throughout the month.
The discover page was altered to encourage the discovery of altruistic and positive pages.
Over the month we saw:
​
- 12M uses of the MonthOfGood camera effect
​
· 100k uses of the #monthofgood hashtag in English, Farsi and Arabic
​
- 6million interactions on featured posts
​
- 200 pieces of positive message-rich online, broadcast, print and social coverage, congratulating Instagram for helping the Muslim community celebrate Ramadan.
​
- 3M combined views on #monthofgood videos from MENA creators, with an avg of 4.5M minutes viewed.