Instagram Australia and Butterfly Foundation wanted to tackle the harmful impact of diet, fitness, and appearance content on young Australians’ (16-24) body image.
Problem
Snack Drawer developed Enter The Chat, a creator-led content series hosted on Butterfly Foundation’s Instagram. Six diverse creators engaged in intimate roundtable discussions using conversation cards co-created with Butterfly’s Lived Experience Specialist. The series included an 8-minute YouTube video, nine 90-second Instagram Reels, and supportive resources on Butterfly’s website, bolstered by a high-profile launch event featuring policymakers, creators, and special guests.
Solution
Well Earned Results
Well Earned Results
Organic Reach
341K
11.8K
Engagements
Engagement Rate
3.65%
The campaign didn’t just hit numbers—it created meaningful change. With 341K organic reach, 527K video views (delivering a 3.65% engagement rate), 30K resource page views, and over 50 media placements, Enter The Chat became the most successful Instagram x Butterfly Foundation collaboration to date. More importantly, it sparked ongoing dialogue about conscious content creation, empowered creators to rethink their impact, and put mental wellbeing at the forefront of the cultural conversation.
SHORTLISTED B&T
Award for Diversity
Best Content Strategy