The secrets of this
social-media sensation reveal many truths about life, online and real world.
Have you heard of Louise Delage?
In case you haven't, Delage is
a 25-year-old Parisian, who rose to Instagram stardom in just
eight, short weeks, with more than 41,000 followers as of writing this.
Delage is a cute girl with a pretty smile and a hip wardrobe. Go on; visit
her profile.
Very Instagram-y, right?
Pop quiz: What is the one thing - although in
different forms -- that's present in nearly all of her photos?
Answer: There is a drink in nearly all of her
images. I bet you didn’t notice this at first.
As it turns out, Delage doesn’t exist. She is
a character in a campaign, created by Addict Aide and BETC, and she is a
prime example of the subtle widespread presence of alcoholism among young
adults.
In these photos, someone so young, pretty and
carefree can’t let a drink out of her hand. The most interesting part is
that out of thousands of people following and liking her photos, not many
caught on to this, which only goes to prove Addict Aide’s point that
addiction is not always easy to spot.
So, how did the account's creators
ensure profile visibility and what can entrepreneurs learn from it?
Fortunately, I'm going tell you.
According to an interview
with AdWeek, the team created a strategy around four pillars: content,
hashtags, bots and a key opinion leader (KOL) strategy.
The agency thoroughly examined Instagrammers’
habits, including engagement peak times, hashtags, filters and imagery style.
They were also very diligent about who Delage followed. Finally, they
enlisted help of Instagram influencers, who helped spread the word about
the profile.
BETC gave Delage all the details required to
make her cool to today's young people. Her profile photos are sexy, enigmatic,
fashionable, well-posed and always include her with a drink in her hand.
She has that it girl look; Delage possesses all of the
characteristics of the gilded youth. Plus, she follows the Instagram
playbook to a T.
How could she not get famous overnight?
Aside from the promotional tactics, BETC
and Addict Aide hit on something bigger.
It brought together pop culture and
psychology to hit the nail hard on the head, and make viewers a part of the
scheme.
In today's society, where life becomes more
and more perfectly scripted for social media, did you overlook glaring
details that were hinting at less than a perfect life?
Now that the campaign is out in the open, did
you stop, and analyze your reaction? Were you reminded that not everything in
real life (IRL) is as perfect as appears on Instagram?
Another thing worth noting is that if someone
could construct and craft the story of Delage, a fictional character, you
should be able to create a brilliant story around your existing, real business.
After all, Instagram requires one image and an accompanying story at a time.
Overall, this was a
brilliant campaign - both technically and conceptually. The creators of
the campaign brought a lot of attention to the issue and generated buzz in
social and printed media. As I write the article and go back to the account,
the growth of followers is astounding. In the last 24 hours alone,
Delage acquired 15,000 new followers, which is even better than before we
knew she was fictional.
Written
By: Lesya Liu
Credit:
Entrepreneur.com
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