After the pandemic people were ready to make connections again and be together in physical spaces. Instagram is a brand that exists wholly in a digital space. We helped Instagram capitalise on this desire to spend time together by creating the House of Instagram, a global experiential event franchise designed to inspire and educate the next generation of marketeers. The business goal was to get advertisers who were looking to deepen their engagement with customers to consider and adopt Reels, Instagram Shopping and collaborate with creators.

With concurrent events taking place across EMEA we needed to find a simple, unifying idea that would meaningfully resonate with everyone. Across borders. Across cultures.

Our audience love what they do. And they can connect and scale their passion on Instagram. Because no other platform has the tools that Instagram does. This was the simple unifying thought that tied everything together.

I led the team to create a unique expression of the Instagram brand that uses kinetic energy to build a sense of progressive discovery. The brand always appears to be moving forward, opening up and uncovering new spaces through a bespoke motion behaviour and approach to sound. We also created a unique piece of sonic branding composed from human gestures to help reinforce the human focused nature of the events.

House of Instagram was launched through a series of virtual events across EMEA, reaching over 90 countries. Physical activations took place in France, Spain, and Saudi Arabia, bringing local experiences to these markets.

The event resulted in +11pts average lift for Reels consideration across 4 HOI events, +7.5pt average lift for IG tools consideration across 4 HOI events, 13.5k unique viewers, 91% likelihood to implement recommended marketing strategies & 4.3 out of 5 avg. rating across 4 events.