THE CLIENT

Instagram

THE PURPOSE

The #TheReelMe campaign aimed to reinforce Instagram’s positioning as a medium for self-expression and positive messages, thanks in part to new tools such as Reels (for creating short videos), while also educating young people in the responsible use of social networks.

The hashtag “TheReelMe” was used as a call to action to invite young people to express themselves in an authentic way and to raise awareness on issues such as body positivity and self-acceptance.

THE PROJECT

The initiative involved six influencers – TELJ, Beatrice Cossu, Eleonora Olivieri, Emma del Toro, Leonardo Barili and Bok – who created Reels, Stories and Posts in which they shared a part of themselves that their followers didn’t know about, and invited them to do the same. The content was also shared on the Instagram profile of Cosmopolitan Italia, the media partner for the campaign.

Results achieved:

– Six influencers involved (for a total of approx. two million followers)

– Reel views: 2.6 million

– IGTV & Live Rooms views: 9,000+

– Total interactions with #TheReelMe: 66,000+

– Three IGTV videos on safe social media use

– Over 60 stories produced

– Two Live IG videos with the influencers

The highly emotional impact of the young influencers’ spontaneous and sincere content fuelled debate on serious issues such as the importance of accepting yourself with “no filters”, and how to live positively with your body and your experiences on social media. At the same time, it highlighted the value and positioning of Instagram as a place for deconstructing and overcoming stereotypes, and for free self-expression.