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.