Ads for Instagram Stories

*This project is ongoing and ever-evolving. This is why the quality varies throughout each mini campaign*

Ask: To get Gen Z to post fearlessly and frequently to IG Stories by showing them ways to be their weird, authentic, fun-loving selves.

Campaign: To do this, we needed to find out what appeals to Gen Z and what doesn’t… and that means lots of testing! So we optimized assets creation to become cost effective, which allowed us to create vast amounts of content at scale. To date, we’ve made 450 unique (yet systematized) ads. Here are a few…


Territory 1: Celebrate Your Crew

Friends can give us all the feels. This territory highlights the best moments brought to you by your best people.
Ad Purpose: Tutorial | Format: Video Real | Product Featured: Camera Effects (Heart Bloom, Mirror Frame, Big Mouth, etc.)


Territory 2: Just Curious

Let’s. Get. Weird. This territory encourages teens to explore funny thoughts and crazy scenarios with friends.
Ad Purpose: Template | Format: Video Graphic | Product Featured: Interactive Stickers (Poll, Questions, and Emoji Slider)

Territory 3: Real Feels

Weird… but in a good way? This territory uses the lighthearted lens of puppets to act out stories real teens have shared privately with their besties.
Ad Purpose: Use Case | Format: Video Graphic (Puppets) | Product Featured: Close Friends


Territory 4: Make It Yours

DIY it. This territory throws it back to coloring books and craft corner with templates you can make your own.
Ad Purpose: Template | Format: Still Graphic | Product Featured: Creative Tools (Pen tool, Type Mode, Giphy Stickers, etc.)


Territory 5: Make It A Moment

Take life from blahhh to yahhs. Elevate the every day and make it a moment with IG’s Camera Formats.
Ad Purpose: Use Case | Format: Video Real | Product Featured: Camera Formats (Superzoom, Boomerang, Reverse, and Focus)


Territory 6: Why Not

Let’s make today a lil more interesting. This territory encourages teens to post with confidence while asking friends for input.
Ad Purpose: Awareness/Excite | Format: Still Real | Product Featured: Interactive Stickers (Poll, Questions, and Emoji Slider)


Territory 7: Self Love

Let your me time shine. This territory uses Camera Effects to flaunt all the ways teens treat themselves.
Ad Purpose: Awareness/Excite | Format: Video Real | Product Featured: Camera Effects (Heart Bloom, Mirror Frame, Big Mouth, etc.)


Territory 8: Quick Quips

You funny, huh? This territory encourages teens to vibrantly bring all their feelings and thoughts to life with Type Mode.
Ad Purpose: Use Case | Format: Still Graphic | Product Featured: Type Mode


Territory 9: Circle of Trust

Share it with your besties before the resties. This territory encourages teens to share just about everything with their innermost circle.
Ad Purpose: Use Case | Format: Still Real | Product Featured: Close Friends


Territory 10: My Thing

What’s that “thing” that makes you you? This territory encourages teens to show off the passions and hobbies that define them.
Ad Purpose: Awareness/Excite | Format: Video Real | Product Featured: Camera Formats (Superzoom, Boomerang, Reverse, and Focus)