School of Hustle |
Large Scale B2B Activation
COMPANY
SITUATION
After launching Instagram Stories, Instagram wanted to increase the adoption of this exciting new feature amongst its core audiences. Determined to create an in-person educational, peer-to-peer SMB community event, Morgan leveraged the launch of Instagram Stories to simultaneously promote its adoption while creating a new first-of-its-kind educational program for Instagram's SMB community.
STRATEGY
Plan a groundbreaking in-person event for Instragram's SMB community while setting a new precedent by partnering with an influential SMB, Hedley & Bennett. The primary goals were facilitating connections among SMBs, providing education on Instagram Stories, nurturing peer-to-peer knowledge sharing, enabling digital learning opportunities, and offering insights from experts spanning diverse business verticals.
EVENT DELIVERABLES
Planning and Execution: Collaborate with Hedley & Bennet to co-host the summit, co-design attendee swag kits and event decor, and co-manage event logistics.
Public Relations and External Communications: Represent Instagram in press interviews, execute Instagram email campaigns, and write communications copy for social media posts.
Program Development and Management: Develop program playbook for future use, liaise with SMB partner Hedley & Bennet, and oversee project/program management and budget.
Community Building: Build meaningful and lasting relationships with SMBs.
Product Education and Adoption: Facilitate content creation and product adoption of Instagram Stories.
RESULTS
+ Content produced at the School of Hustle resulted in 21.4M impressions, 2.8M views, and 9.5K reshares.
+ 2,300+ media assets were created at the event, 85% of which were Instagram Stories
+ 76% of non-story producers adopted Instagram Stories after attending the event
+ 4,500+ live viewers dialed into the School of Hustle remotely
+ School of Hustle crystalized an "InstaSchool" program, later implemented in other key markets and Instagram-hosted events