gold
Swift
Tap Further transformed a platform for fleeting, mindless tapping into an opportunity for deep, emotive storytelling. Lululemon’s blissfeel trail running shoes were designed to take women further—to feel the bliss of their run more. It made us wonder how we could make people feel an Instagram Story more. Best practices said we’d lose people after 5 frames. We ignored that, and used the 100-frame max to go deep into the mindsets of runners striving to go further. Betting on storytelling (and blatantly disregarding the “rules” of social media) paid off—and created a new brand of brand anthem.
Our task was to deepen social engagement with the lululemon blissfeel trail running shoe, which was designed to take women further—to feel their run more. We took it as a challenge to make people feel social media more. Instagram Stories has a 100-frame limit. But no one uses it to their advantage. “Best practices” says not to. But we believed we could keep viewers engaged if we could make them feel. So, we used all 100 frames to evoke feeling. Period.
To deepen social engagement, we deepened social storytelling. Rather than cater to "short attention spans," we bet on emotive storytelling to keep people engaged as long as Instagram Stories would let us (100 frames). Our bet paid off. The Tap Further IG Story earned 3.3M impressions, 6.3K users viewed the story, and over 25k users made it all the way to frame 100. Betting on storytelling paid off—and created a new brand of brand anthem.
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