Instagram wanted to increase GenZ's awareness of Instagram communications features that enable users to express themselves and connect with friends.   

To do this, we created an exclusive series on Instagram called Close Friends Forever that celebrated friendship, playing around with the Close Friends feature. We co-created and developed the script with GenZ content creator Iker Unzu.

The four Reels episodes follow a group of friends who use Instagram to share what happens in their daily lives and chat about their interests through DMs, Close Friends, and Notes. Another well-known creator, Nachter, guest-starred in the series. Complementary content was also posted on the creators’ and Meta’s channels.

While the series focused on Instagram, we wanted to reach GenZ on other platforms so we also posted TikTok videos, which included a CTA inviting users to watch the series on Instagram. Additionally, we did press outreach in trade and youth-relevant media to round out the campaign, resulting in coverage including Heraldo, Marketing Directo, and Telemadrid.

We achieved over 3 million views and more than 100,000 likes across the series. Comments from the community were positive and celebrated friendship, demonstrating the campaign’s resonance with its target audience.