The goal
The #TheReelMe campaign aimed to reinforce Instagram's positioning as a platform for self-expression and the transmission of positive messages, leveraging new tools like Reels (for creating short videos) while simultaneously educating younger audiences on the responsible use of social media.
The hashtag "TheReelMe" was used as a call to action to encourage young people to express themselves authentically and raise awareness around topics like body positivity and self-acceptance.
The project
The initiative involved six influencers: TELJ, Beatrice Cossu, Eleonora Olivieri, Emma del Toro, Leonardo Barili, and Bok, who created Reels, Stories, and Posts sharing parts of themselves previously unknown to their followers, inviting them to do the same. Each piece of content was also shared on Cosmopolitan Italia’s Instagram profile, the Media Partner of the campaign.
Results
- 6 influencers involved (with a combined total of approximately 2 million followers)
- Reels views: 2.6 million
- IGTV & Live Rooms views: 9,000+
- Total interactions with #TheReelMe: 66,000+
- 3 IGTV episodes on safe social media use
- Over 60 Stories produced
- 2 Instagram Live sessions with the influencers
The highly emotional impact of the genuine and honest content created by the young influencers sparked meaningful conversations about serious topics such as the importance of embracing oneself "without filters" and experiencing one’s body and social media presence in a positive way. At the same time, it highlighted Instagram's value and positioning as a platform for breaking down stereotypes and fostering free self-expression.
