Instagram has today kicked off its first marketing campaign in Australia with a full 360 campaign developed by an in-house creative team in partnership with Wieden+Kennedy.
Titled ‘Get Into What You ❤’, the upbeat production invites Australians to explore their interests through the platform, whether that be sport, music or food.
Speaking with B&T ahead of the launch, Instagram head of marketing APAC Noelle Kim said the campaign celebrates the diversity of Australia and its interests.
“We know that Australians love Instagram for two reason – one is connecting with the people they love and the other is connecting with the things they love,” she said.
“This campaign is all about showcasing Australian interests and what’s so special about our community here.
“After doing research around Australia, we found that people really gravitated to the value that we give them as a platform around interests.”
Kim explained Instagram selected Australia specifically for the campaign after looking at various different markets.
“Australians have a really diverse set of interests, particularly if we look at things like sport or food, versus any other country, Australians connect with lots of different sub-categories within those interests,” she said.
“With more than 30 per cent of Australians born outside of the country, everyone brings with them their different cultures, their different interests and then they share it with everyone and that piques the interest of everybody else.
“Then you go to Instagram and you’re able to find communities around that and find out more about those areas.”
The fact the Australian community is so “tech-savvy” also factored into the market selection, according to Kim.
As well as highlighting uniquely Australian interests, the campaign also showcases some local talent.
The core film is voiced by Australian female rapper Tkay Maidza, while creators such as 15-year-old skateboarder Poppy Olsen and Matildas megastar Samantha Kerr are both featured.
Fashion influencer Rowi Singh as well as freestyle footballer Jordan Morrison.
The campaign will be featured on television, cinema, digital, out of home, and across Instagram.
Mindshare is responsible for the media planning and buying in Australia.
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]