Instagram launches first marketing campaign in Australia

Instagram has launched its first marketing campaign in Australia, tapping into the unique interests of local users.

The ‘Get Into What You Heart’ campaign places the platform’s iconic ‘like’ heart symbol at the forefront, and seeks to showcase Instagram as a place for Australians to explore their passions and interests.

In July, Instagram removed the public appearance of the total number of likes a photo a receives for Australian users, in the second global test of the initiative. The move was to make likes on the platform not “feel like a competition”.

At the centre of the campaign is the line “it’s not about getting likes, it’s about liking what you love.”

In creating the campaign, Instagram researched the variety of interests that matter to Australians. Different aspects of the campaign explore these interests individually, from sport to beauty. The ads feature Australian creators Ruel, Poppy Olsen, Samantha Kerr, Rowi Singh and Jordan Morrison.

The campaign was created by Instagram’s in-house creative team in partnership with Wieden + Kennedy. The films were voiced by Australian rapper Tkay Maidza.

Noelle Kim, Instagram APAC head of marketing, said: “We made our Australian community the centre of this first-ever Instagram campaign, and we are excited to showcase the spectrum of interests you can connect with on Instagram. From AFL to beauty, all the creators, brands, and communities you want to discover are here. The power to engage and share, inspire and be inspired, is what makes our platform so special.

“Australia is an important market for Instagram, and we wanted to launch one of the first Instagram campaigns here to highlight our rapidly growing local community. This is one of the biggest investments we’re making anywhere in the world, and we want this campaign to showcase what is so special about our community in Australia, and highlight the value Instagram brings in connecting people with the things they love everyday.

“The campaign feels distinctly like Instagram—the films jump off the screen like a music video, and are all voiced by the incredible Aussie rapper Tkay Maidza. The creative is bold and vibrant, and it mirrors the way moments are captured and shared on Instagram. We are looking forward to launching this campaign around the country, beginning this week,” Kim said.

The campaign will be executed across television, cinema, digital, OOH and Instagram.

Media planning and buying will be completed by Mindshare.


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