Love Runs Deep is Instagram’s campaign to promote businesses across the platform. Ever since the wave of influencer marketing has started on Instagram, the platform is dedicatedly focusing on enhancing the experience for both, influencers and their audience.
Launched on Instagram’s 10th birthday, Love Runs Deep focuses on redefining brand stories authentically through influencers. It invites marketers to discover the power and strength of love between Instagram influencers and their followers. The photo-sharing app has changed the game for influencer marketing business and has given opportunities to multiple new brands as well as influencers to make their mark among a large group of masses.
Through the campaign, Love Runs Deep, Instagram wishes to reaffirm its commitment to build for the next generation of young people and focuses on creating a culture that focuses on moving forward with people.
Campaign overview:
Love Runs Deep is Instagram India’s first-ever campaign which entirely focuses on marketing and advertising. The fact that creators inspire and inform followers about products and services, and can divert consumer behavior patterns, became the insight behind launching the campaign.
Instagram team has recently launched the Love Runs Deep challenge to grab the attention of top marketers towards the new initiative.
The campaign:
As a part of the campaign, any brand can submit their brief in the ‘Love Runs Deep challenge’. Five lucky brands will be selected for the campaign and will get the opportunity to have exclusive access to work with 25 creators free of cost. The brands will also receive the support of $25,000 worth of ad credits to run their campaigns. The brands could be from all over India and could be big or small businesses.
As for the jury of the panel who will be selecting the top five brands for the campaign challenge, would include Prabha Narasimhan, Executive Director – Home Care for Hindustan Unilever and Vice President – Home Care, Unilever South Asia; Asim Warsi, Senior Vice President & Head E-commerce, Samsung India; Harish Narayanan, CMO, Myntra; Prasanth Kumar, CEO – GroupM, South Asia; Rajdeepak Das, CCO and MD, Leo Burnett, South Asia; and Neha Markanda, Head of Business Marketing, Facebook India.
Brand briefs will be selected based on the criterion below:
- originality
- creativity
- suitability for mobile
- expected business outcome
The campaign will have a diverse set of creators from across all fields. The 25 creators who are on board for the campaign are Lisa Mishra, Malvika Sitlani, Neena Gupta, Masaba Gupta, Neha Doodles, Neha Dhupia, Sanya Malhotra, Shantanu Maheshwari, Sumeet Vyas, Teejay Sidhu, Dia Mirza, Dolly Singh, Karan Dua, Kusha Kapila, Mrunal Panchal, Radhika Bose, Ranveer Brar, Sakshi Sindwani, Shaheen Bhatt, Sujith Bhakthan, Sushant Divgikar, Akshar Pathak, Savi & Vid, Harmanpreet Kaur, and Mitali & Summiyya.
The campaign has begun. Brands can enter till 13th November, and the campaign will last for long four months.
Insights behind the campaign:
Sandeep Bhushan, Director, and Head of Global Marketing Solutions, Facebook India, spoke about the campaign, “Instagram is the place where people express themselves creatively, and there’s a natural affinity to interact with public figures, creators and brands. We want to spur this interaction between creators and brands, in a way that redefines the ecosystem, and allows stories to be told with greater business impact.”
Prasanth Kumar, CEO – GroupM, South Asia being part of the selection jury, added to this insight. “As the economy unlocks and brands look to capitalize on the resurgence in consumer demand. We believe that influencer marketing will play a vital role in telling brand stories in an effective way, something we need more of this year. Together with Instagram, we want to create effective methods for Indian brands to reach various audiences. With our joint efforts, we hope to see this campaign elevate the creativity and ingenuity with which brands collaborate with creators and set new standards for the industry,” he said.
Love Runs Deep is a great initiative for brands to highlight and effortlessly promote their product and services to a large pool of audience. A set of 25, well-known and well-established creators bring a large landscape of engagement, reach, and opportunities for the brands. Influencer connections are so deep that they inspire people to take action. If you’re a marketer and you have a brilliant brief ready, this challenge is for you. Let the power of love shine upon your brand!
