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.