Cases and examples: how it works

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Now let's get back to the rational story. Instagram filters are a digital tool created to satisfy the interests of the brand's audience. In exchange for this, the brand receives the communication potential of its followers. So the brand gives the user the opportunity to receive likes, and the user gives the brand metrics in return, that's all.


Our cases are based on the idea that people change the satisfaction of their communication goals into metrics. For example, in the April Fools' Day case from Monobank, which I already mentioned, the communication goal was to joke and demonstrate their sense of humor. Within one day, the bank with a joke about chipping received 1.8 million views. Plus, users created 39,600 branded stories.

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At the same time, the company did not spend a penny on promoting the mask. The mask australia rcs data distribution was started by Oleg Gorohovsky, the only influencer involved for free in this campaign. In addition, this case received more than 20 mentions in the press, and the chipping really took over Instagram and went viral.

case-1+1

Another case is from the Voice of the Country project. All its viewers secretly want to become participants in the project. They imagine singing on stage, what the jury tells them. The communication goal of the audience in this case is to feel like a star of a TV show, to show their creativity. To do this, we created a “karaoke” filter. In it, people received a line from a song and could sing it. Even those who could not sing well could try to perform a popular hit, because in the filter you can raise or lower the pitch of your voice. You could sing the song in a funny voice. As a result, 3 million views and almost 57,000 stories within a week.