By Mary M. Murphy
Louise Delage, a 25-year-old model from Paris, joined Instagram on August 1, 2016. Since then, she has posted 150 photos and gained nearly 100,000 followers. Little did her fans know, her real name wasn’t Louise and sharing her life on Instagram wasn’t her real goal. Although the woman photographed was a model from Paris, Louise’s Instagram persona was constructed by advertising agency BETC to create awareness about alcohol addiction.
Looking through Louise’s Instagram photos, it’s obvious that almost all of her posts feature an alcoholic beverage. Wine, beer and mixed drinks are seen throughout her feed. Despite this, each of her heavily hashtagged posts received as many as 50 likes per day, if not more.
For her last post, Louise uploaded a video that highlighted the multiple drinks she had consumed in her Instagram posts, revealing how easy it is for alcoholism to be overlooked and even ‘liked’ on social media. BETC’s “Like My Addiction” Instagram campaign was created for Addicte Aide, an organization that strives to raise awareness about alcoholism in young people.
According to Mashable, BETC’s campaign team studied fashion bloggers and lifestyle bloggers in order to imitate their techniques in Louise’s posts and make them more appealing. The team also added multiple food-related hashtags to each post and posted during high-traffic times to generate more interest in Louise’s Instagram account. They were able to create a lot of visibility for Louise in a short amount of time by using specific strategies.
“We rooted our craft into native Instagram content and user habits,” BETC president and creative director Stephanie Xiberras told AdWeek, “[We built] an acquisition strategy around four pillars: content, hashtags, bots and key opinion leader strategy.”
BETC’s bot followed 3,150 people from Louise’s account, specifically those who might be interested in following her back, such as women who followed fashion bloggers and celebrities. It seems that their strategy worked – Louise’s profile gained 66,000 followers in just over a month, her final video received 500,000 views across all social media (meaning it was shared), and Addict Aide’s website received five times more traffic on its site.
BETC placed alcohol addiction in the midst of people’s everyday lives on Instagram, and once the true purpose of Louise’s account was revealed, it generated over 140 articles and trended on Twitter. The “Like My Addiction” campaign revealed how difficult it can be to spot an alcohol addiction in someone you see every day, whether it be a friend, child, parent or an acquaintance on your Instagram feed. Thanks to BETC’s unique and strategic Instagram campaign, this message reached hundreds of people and brought about awareness for alcohol addiction.