Instagram Story Flip Books used the functionality of Instagram Stories in a unique way to bring the classic flip book into the social space. Instead of flipping paper, people had to rapidly tap the screen to create a fun animation, just like with a flip book. The illustration style of the campaign made the stories stand out from the typical live-action look of Instagram Stories. And each one told a fun, engaging story that encouraged people to keep tapping through to see the end. It was an idea that could only be executed on Instagram Stories and it made the platform integral to the idea and execution.

Each Instagram Story Flip Book was posted organically on Instagram. There were three in total, and each one told the story of a different feature of the car. “An Unbelievable Road Trip” told the story of a road trip involving unbelievable creatures such as Big Foot, leprechauns, and a yeti, and advertised the vehicle’s 366-mile range rating. “Good Clean Funk” told the story of a bunch of dancing animals in the park and advertised the fact that the car creates zero emissions, so it’s good for the environment. “A Quick Journey from E to F” showed a quick trip around a fuel station and advertised the fast refueling time of the car.

Seventy-five percent of people who viewed the stories watched them all the way to the very end. The campaign got over 2.7 million organic views on Instagram Stories, which is amazing, considering each Instagram Story only lasts for 24 hours. And all of this was achieved without spending any money on media.