Social Activation

Instagram engagement

Role: Concept / Art Direction / Curation / Design

Sometimes the idea is in a detail. Or details in this situation.

To help increase engagement and attract new Instagram followers, we created a weekly challenge. Every Monday we posted a photo of an interesting detail from an Illinois attraction along with a hint, and asked Instagrammers to “Find something more” (the campaign line at the time). Not only did the challenge encourage people to visit and photograph the attractions, it encouraged them to help each other figure out what it was and where it was. And they did. Often consulting people who weren’t followers yet. The best photos that were tagged #FoundSomethingMore where featured at the end of the week.