Tender Stories Nº5 is a sweet tale that shows destiny as the driving force in bringing people together. In it, we are told the story of Kate (Gwyneth Paltrow) and Peter, two pet lovers who, despite being made for each other and going to the same bar every day, have never met. Until one fateful day when these two soulmates finally encounter each other.

This is a story built upon a powerful insight: Every day we cross paths and share things with people that we don’t have the chance to meet. What if one of them was the love of your life?

TOUS presents the first Tender Story told in real-time on Instagram Stories.

A tailor-made story exclusively for TOUS told in first person on Instagram Stories because no other platform could have told this story, in this way.

TOUS presents @anne.spike and @david.tikle in Instagram Tender Stories.

The first Tender Story told in real time on Instagram Stories.

Through their Instagram Stories, as well as at @tousjewelry, we saw how these two students who didn’t know each other, both moved to Barcelona on Monday the 19th of December and into the same building – completely by chance!

Day-by-day, post-by-post, while they were showing followers their new city, viewers quickly realized that they shared the same hobbies, visited the same places and even had the same quirky sense of humor.

Each post moved them closer to one-another but they just couldn’t seem to get their love story on track. Then, on December 22nd, while each was taking a selfie in the park, they finally saw each other. And so did the 300,000 Instagrammers following their lives!

5.7M impressions

2.5M views in total (1.754M were organic)

2x views of Instagram Tender Stories vs the spot.

48% completion rate of ITS vs a 12% of the spot.

Views remained consistent over all 4 days.

100% positive comments.

+62% interactions vs. normal posts.

+27% community growth rate vs the average.

+71% online awareness among our target vs the average of the Christmas campaign.

Increase in organic search: +30% sessions, +40% transaction, +38% e-commerce incomes

+37% sales vs the same period in 2015.

NOTE: Out of the 600M Instagram users, 25% are using Instagram Stories. Even though we don’t know if the 300K followers of @tousjewelry were are all using Stories, it lets us contextualize the results.