INSTAGRAM - NEW NORMALISTS

EPISODE 1 - YULI

OBSTACLE: Instagram approached us with a problem - their platform had veered towards glossy perfection, alienating users seeking authenticity and inclusivity.

SOLUTION: Redefining Instagram’s Narrative

In response, we devised a strategic initiative titled "New Normalists," a socially-driven video series aimed at spotlighting emerging creators who challenge norms on Instagram. The campaign's core objective was to inject authenticity and diversity into the platform's narrative.

Approach:

We selected three compelling narratives:

Shan: A non-binary, disabled dancer pushing boundaries of conventional dance on their FYP.

Yuli: A genre-defying violinist challenging stereotypes of Black women in classical music.

Damaris Flores: A stylist, child of immigrants, advocating for inclusive beauty and style beyond Eurocentric standards.

Strategic Execution:

Targeted Amplification: Leveraged precise audience targeting to ensure maximum impact among diverse user segments.

Authentic Storytelling: Crafted narratives that resonated with viewers seeking genuine connections and relatable content.

Cultural Impact: Deliberately chose creators whose stories embodied the values of inclusivity and acceptance, aligning with broader cultural shifts.

Outcome:

By strategically positioning these stories, we successfully challenged Instagram's glossy image, sparking conversations and reshaping perceptions of what constitutes "normal" on the platform.

EPISODE 2 - SHAN

EPISODE 3 - DAMARIS