“The algorithm… it’s like the demon.”
We needed Japanese marketers and brands to see the potential of this ‘rabbit-hole-like’ (and dare we say it, addictive) nature of Instagram - Changing their perceptions of the platform from nice-to-have, to have-to-have. After all, YouTube may have views and Twitter may have retweets, but nothing is as powerful as Instagram’s ability to convert their on-platform activity and user desire, to purchases. Yes, we’re talking sales.
The challenge was made even more interesting : More than half of our key decision-makers didn’t use Instagram, let alone knew how it looked like or even how users behaved on it - They didn’t even have it on their phones.
So we got them to meet Instagram, by getting the Instagram community to speak for themselves.
Our video focused on capturing authentic reactions and responses of the community about their browsing behaviour, and headlined Instagram x Dentsu Day, an important trade event on every Japanese marketers’ calendar.
