Instagram Shop
When Instagram launched SHOP, it faced the challenge of positioning itself as more than just a social platform—it needed to be seen as a legitimate shopping destination. Competing with e-commerce giants like Amazon, which focus on functionality and utility, Instagram had to carve out a distinct identity rooted in its strengths: discovery and inspiration.
The opportunity was leveraging Instagram’s natural role as a hub for trends, creativity, and self-expression. Users already turned to the platform to discover what’s new and share their own style. Instagram SHOP bridged the gap between discovery and action, allowing users to instantly purchase the items that spoke to them.
We built the campaign around the idea that Instagram SHOP is powered by the “inspiration cycle” unique to the platform. Users don’t just buy products—they buy into ideas, trends, and moods that resonate with them. Whether sparked by a creator’s post, a friend’s recommendation, or a trending aesthetic, Instagram SHOP transforms moments of inspiration into immediate shopping opportunities.
To ensure the campaigns resonated, we collaborated with Instagram’s internal research team to identify the top trends and emotions users were feeling. This insight allowed us to tailor the messaging and visuals to reflect the dynamic, hyper-personalized nature of Instagram feeds.
Where’d You Get That?
This holiday campaign highlighted how the platform naturally sparks curiosity and inspiration. With Instagram SHOP, users could now turn that curiosity into action, buying the trends they love directly from their feeds.
Shop Shop
Focused on moods and self-expression, this summer campaign tapped into the emotions users share on Instagram.
Each mood, whether carefree, bold, or nostalgic, was matched with trending products available on SHOP, showing users how the platform helps them express themselves in real time.
Getting Local Icons To Express Their Moods
To keep the campaigns authentic to Instagram’s DIY culture, we partnered with creators—both big names and micro influencers—and developed a lo-fi, easily replicable film technique. This personalized approach allowed each creator to put their unique aesthetic into the campaign, making it feel organic and true to the platform’s spirit.
These campaigns positioned Instagram SHOP as more than a utility, it became an extension of the platform’s core role as a space for creativity, discovery, and individuality.
