A storytelling tree...

The Brief

Build out a brief and creative proposal for Instagram Stories which can be activated across the UK and the Nordics in December. The main objective is to educate the media agency teams about creative best practices for Stories, get them comfortable with the format, and showcase examples of content and creative possibilities. Something that employees can get involved with, appealing and fun to use for the whole time it’s set up in their office in the run up to Christmas.

The Idea

An Instagram tree as a giant advent calendar, will be placed into each location. Using bespoke tech along with partnering with an online Influencer Marketing company we will create a visual two-week run of creative possibilities using Stories that will run on each installation, online live on Instagram Stories and tie in with an online competition for guests to view.

The Result

We designed a campaign and built giant advent calendar trees for each required location. We bought in tech partners to work on unique tech allowing us to push visual content from one place to multiple trees in the UK and the Nordics. Content was pushed out on multiple iPads per tree as well as online on a live Instagram account. We then designed a competition which engaged the audience and encouraged them to participate every day. Partnering up with a leading online marketing company to work with Instagram influencers worldwide we briefed them to create a smorgasbord of creative content for the competition.

Participants were invited to access an Instagram account daily on line to watch content on that day’s story timeline which tied in to the competition. The engaging content showed the creative use of video, time capture, illustration, motion graphics and much more, and disappeared every 24 hours.

Each daily winner was able to go to the tree in situ and open up one of the boxes to receive their gifts. Gifts were carefully curated to create a real buzz amongst participants. The finale of the installation had a winning prize of dinner for two at Story, London, a Michelin star restaurant.

We ran all communications alongside the installation with participants and collated all activation statistics to track engagement.

The team at We Are Family have been fantastic partners in bringing various Facebook for Business events to life in the UK. From Christmas at Media Agencies to a spectacular set for a Sales Team of the Year presentation, their passion and creativity has shone through on every brief, enabling us to deliver some very high impact event activations.

Amy Horne, Marketing Manager, Facebook