A video podcast series to capture the attention of Gen Z. With a focus on authentic, unfiltered stories from relevant creators.
Problem
Instagram Australia wanted to shift perception—from a passive content consumption app to a vibrant cultural hub where Gen Z creators could express themselves authentically.
The goal: Empower Gen Z creators through raw, unfiltered storytelling and position Instagram as the ultimate destination for digital creativity and community.
Create a creator-led video podcast that puts real stories front and center. The idea was Off The Handle, a brand-funded video podcast where Gen Z creators and cultural voices shared their personal journeys, creative struggles, and insights into life online. The execution prioritized video-first storytelling, optimized for Instagram, TikTok, YouTube, and Spotify. The series included eight creator-led episodes, complemented by teaser clips, boosted posts, and strategic amplification across all platforms to maximize visibility and relevance.
Channels spanned Instagram, TikTok, YouTube, and Spotify, blending owned, paid, and earned content for maximum reach.
Solution
Well Earned Results
Well Earned Results
Views / Listens
341K
3100+
Hours Listened
Engagement Rate
1.42
The campaign didn’t just capture attention—it set a new standard for creator-first brand storytelling. With 5.7K Spotify plays, 10.9K YouTube views, 825K organic TikTok views, and 543K Instagram reach, Off The Handle cemented Instagram’s role as a cultural catalyst for creators. By showcasing authentic voices and experiences, the series elevated Instagram’s relevance with Gen Z and reinforced its position as the home of digital expression and community-driven storytelling.
