Instagram has launched an Australian ad campaign with rapper Tkay Maidza – and it’s one of the first in the world

Sep 23, 2019 | Social Media Marketing | 0 comments


  • Instagram has launched its first advertising campaign in Australia this week.
  • The ‘Get Into What You Heart’ campaign aims to show Instagram as the place for Australians to explore what they love: from beauty to music to sport.
  • Australian rapper Tkay Maidza voiced the clips, which will be showcased on across the internet, on TV, and in cinemas.

Instagram has launched its first ever ad campaign in Australia, marking an unusual move for a company which does not usually rely on traditional advertising.

The ‘Get Into What You Heart’ campaign wants to show Instagram as the place for Australians to explore their passions and interests. It highlights an array of interests such as beauty, music and sport in series of music-video style clips which will be aired across Instagram, television and cinema screens. The clips were directed by BRTHR – who has helmed videos for Travis Scott, Charli XCX and The Weeknd – and voiced by Australian rapper Tkay Maidza.

The campaign also features profiles on Australian content creators such as Rowi Singh, singer Ruel and professional skateboarder Poppy Olsen.

While Instagram – which is owned by Facebook – has done product marketing campaigns in other countries before, this is the first marketing campaign of any kind it has done for Australia.

More than nine million Australians use Instagram each month, with a million stories created every day and 90% of Australian users following a business.

Instagram’s head of marketing in APAC Noelle Kim said in a statement, “We made our Australian community the centre of this first-ever Instagram campaign and we are excited to showcase the spectrum of interests you can connect with on Instagram.

“Australia is an important market for Instagram, and we wanted to launch one of the first Instagram campaigns here to highlight our rapidly growing local community.”

Kim added that this campaign is one of the biggest investments Instagram is making anywhere in the world.

“We want this campaign to showcase what is so special about our community in Australia and highlight the value Instagram brings in connecting people with the things they love everyday,” she said.

The ad campaign comes after Instagram removed the total number of likes on posts for Australian users. The trial was done in a bid to remove some of the social pressure people feel on social media sites.

“We want Instagram to be a place where people feel comfortable expressing themselves,” Facebook Australia and New Zealand director of policy Mia Garlick said back in July. “We hope this test will remove the pressure of how many likes a post will receive, so you can focus on sharing the things you love.”

The new Instagram ad campaign was created by Instagram’s in-house creative team together with global advertising agency Wieden + Kennedy, which has created campaigns for Nike and Ford.

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