Ads for Instagram Stories

ASK: When it comes to IG stories, Gen Zers are too afraid to post. It’s too much pressure – they can’t be their “authentic” selves.

CAMPAIGN: We created 450 unique ads to promote IG Stories… that live in IG Stories. We optimized assets creation to be cost effective – allowing us to create and test unique content at scale.

The result? Over 2 million new stories per day.

ROLE: We were on this project from the start. Zoe and I helped create each territory’s look, tone, and intention. We ideated, wrote, and executed the work with the IG team.


Territory 1: Celebrate Your Crew

The best moments… the best people. This territory invites teens to praise their pals by posting in the moment.
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 random thoughts and crazy scenarios with followers.
Ad Purpose: Template | Format: Video Graphic | Product Featured: Interactive Stickers (Poll, Questions, and Emoji Slider)

Territory 3: Real Feels

WTF… but in a good way? This territory uses the lighthearted lens of puppets to act out relatable scenarios that could be posted with the Close Friends feature.
Ad Purpose: Use Case | Format: Video Graphic (Puppets) | Product Featured: Close Friends


Territory 4: Make It Yours

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


Territory 5: Make It A Moment

From blahhh to yaaas… this territory suggests that even the most mundane activities can be turned into something epic with a little help from IG’s Camera Formats.
Ad Purpose: Use Case | Format: Video Real | Product Featured: Camera Formats (Superzoom, Boomerang, Reverse, and Focus)


Territory 6: Why Not

This territory encourages teens to ask friends for input and post with confidence.
Ad Purpose: Awareness/Excite | Format: Still Real | Product Featured: Interactive Stickers (Poll, Questions, and Emoji Slider)


Territory 7: Self Love

This territory uses Camera Effects to play up 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

Tweet, but make it Instagram Story. This territory encourages teens to bring their quippy thoughts to life in 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 inspires teens to update their innermost circle.
Ad Purpose: Use Case | Format: Still Real | Product Featured: Close Friends


Territory 10: My Thing

This territory calls on teens to show off all the passions and hobbies that define them.
Ad Purpose: Awareness/Excite | Format: Video Real | Product Featured: Camera Formats (Superzoom, Boomerang, Reverse, and Focus)