Lurking is big on Instagram. But when viewers actually take part in the fun they enjoy Instagram so much more. So how do you turn passive observers into active users?

We showed them that great moments of human connection are one easy action away - one Story share, one Add Yours, one repost.

I concepted the campaign line and brand campaign as a Copywriter and led creator work as a Creative Director giving feedback to over 65 creators whilst guiding external agencies.

The 2025 Campaign was shot with our director Silence, ran across Instagram Reels, Stories, TikTok and YouTube as well as Pinterest and includes 15” and 8” videos and statics.

With a tiny budget and team and no money for a director we refreshed the campaign at Xmas with seasonal executions by shooting content ourselves and utilising AI. Spot the AI tinsel!

In 2026 we continued the campaign with new 15” and 8” creative which upped the puns and the fun.

We used Creators to prove the truth of our campaign thought - connection is just a share away.

Creators told true stories of the lovely things that had happened to them after posting on Instagram - with either an Educational demo angle or a Inspire angle covering our three key features - Add Yours, reshare or Create Stories.

I acted as Creative Director on this work stream, partnering with external agencies John Doe and OkCool to deliver over 148 assets made by 62 Creators in 2026

The Results

The campaign’s success was proven by the fact we have continued with the campaign over three rounds of creative and over two years. It outperformed engagement expectations and benchmarks, with view through rates and click through rates above forecasts and market-level significant positive lifts in rVPV in both the UK and DE, increasing active engagement in service of monetisation. It also drove significant lift in consideration in both UK (+6.0pts) and DE (+6.7pts), and App Preference lift in DE (+5.4pts). Creator assets I CD-ed outperformed previous rounds, 1.99–2.91% in UK (vs 1.42% avg) and 2.36–3.37% in DE (vs 1.85% avg).