Instagram wanted to develop a campaign to celebrate its content creators doing their part to keep the Instagram community positive and connected during lockdown.
This required creative and production partners who could work together in an agile and iterative way to conceive and produce assets based on user-generated content that was evolving in real time.
An ongoing and extensive search of Instagram accounts was undertaken to find creators who were engaging their followers in entertaining and unique ways through the crisis.
User-generated content was selected for being inspirational and feel-good, providing a COVID-era lens on universal interests such as pets, cooking, wellness and music.
The Hogarth team colour-corrected all the selected footage and worked virtually ‘side by side’ with the creative teams as they iterated, to edit hours of Instagram stories and video footage within an accelerated timeframe into a highly curated series of social videos to be shared on the platform, including an edit with tributes to the brave and hardworking healthcare workers on the frontline of the COVID crisis.
A brand-appropriate, positive and engaging response to the COVID crisis that put Instagram’s creators and their topical content at the centre of a campaign to underscore that the Instagram community of users are connected and ‘in this together’.