Objectives
Primary Objective:
Create a social media campaign for the launch of Impakter INDEX, which dirrected traffic to the site.
Secondary Objective:
Build engagement and grow following for the Impakter Instagram.
Concept
Creating an Instagram identity for the launch of Impakter INDEX that fell in line with the current brand guidelines, but, also stood out from the typical (and sometimes cliche) 'eco' identity. These are colours of protest and revolution.
Visual Metaphores & Design
We house the top 100 sustainable business.
The 100 meters is the most iconic athletics event and headlines the Olympics.
The red of the tarter is the red of INDEX.
The launch of INDEX is the headline event for sustainability. The most comprehensive sustainability rating to be found out there.
Though-out this launch we will pit some of the best know brands against one another, using the visual metaphor of sports grounds as the virtual setting for these generationally important competitions.
To the right you see a set of Instagram stories where we pitted H&M against Zara for a virtual 'match'.
Gamification
We took some time to engage our relatively new audience with a few games - played in our stories.
This also have us an opportunity to better understand who our audience really were which would later feed into the launch of a new eco-goods marketplace.
Growth Hacking
We employed simple Instagram growth hacks to get our posts noticed and interacted with.
001
Hashtag research. Finding relevant and effective hashtags and then reviewing those hashtags.
002
Hiding hashtags in the background of all stories, so that they reach a wider audience.
003
Writing longer form and emotive copy to accompany posts.
004
Using Instagram's new features that they were trying to push at the time, for example. various story interactions.
005
Optimising the content, by creating long swipe posts with up to 10+ swipes and animated videos.
