We often tend to forget that digital comes from the latin word « digitus » that means the « finger », the thing that touches, the zone of contact.
We believe that the digital reality we all live in and that is shaping the minds and behaviors of the new generations, will never stand in the way for physical, in real life, relationships.
That’s why, when Instagram came to us to connect - as a cultural actor - with the youth, it had to be physical.
Facing a strong and growing competition from TikTok and Snapchat, Instagram had to shift its approach to stand as the champion of expression at all levels.
The ambition was to get all the content creators - who would love to make it in the influence game but often lack inspiration, skills and network to fully reach their potential - to chose Instagram as their go-to content enabler and career propeller.
Creating physical events allowed us to demonstrate, for real, the power that instagram has to help them inspire and empower their community. Always playful, always participative.
From technical skills on the platforms they could activate, to creative talks and exchanges that foster ideas, events like Instagram Campus, or « Coeur sur Paris » were thought to connect the Instagram community around its reason-to-be: achieving inspiration.
These experiences were always amplified through a 360° brand campaign bringing greater scale and engagement. Every billboard, post, story, PR article was referring to something that happened IRL and manifested Instagram's absolute creative potential.
No matter if you’re the greatest social connector on the planet, you should never bypass the energy of true physical contact and the engagement it creates among its audiences.
