The Body Shop wanted to redesign its Instagram strategy to engage younger audiences, increase the amount of original content and unify a fragmented followership with one global vision. We assisted them in the transition from a local to an international channel, designing creative content to reflect a stronger brand voice. This project was delivered in collaboration with Bay12 studio.
Instagram users identify with a lifestyle and not a product. We reduced the amount of glossy ads shown and created more inspirational content, where the product can be seen in context. We focused the content strategy on four key pillars: products, ingredients, commitment and inspiration.