Instagram came to WMX with a PR challenge: How do we build positive brand association with Gen Z and younger Millenials and showcase IG's commitment to authentic and free self-expression? How can we communicate to teens and young adults that Instagram is where culture moves forward – landing the brand positioning first, followed by product proof points? We knew exactly how WMX would fit into this campaign: How we could create content that would position IG in the right way and how we could get that content in front of millions of demographically relevant eyes.

We created a video series that spotlights creators using Instagram to express their barrier-breaking creativity and move culture forward. We chose talent that resonated with our audience's passions and which cast the most authentic light on the brand for our audience. Episodes went deep, touching on everything from arts and culture, music, religion, and social norms, and we explored how this new generation is redefining things within their own culture and identity. The videos organically showed how Instagram tools expand what you see to help you understand and create your own unique role in culture – showcasing IG as the platform of cultural progress.

Advertisers are struggling to reach Gen Z audiences. Yet, WMX reaches Instagram's A18-24 target audience at scale, indexing highly with A18-24 gamers, social media users, style fans, music fans, entertainment enthusiasts, with over 16mm monthly unique visitors across O&O. Further, our audience trusts us about the present and future of trends, with 92% of our audience agreeing that UPROXX keeps them in the know about all things culture. We leveraged this cultural authority, paired with our award-winning content studio, and created a video series that showcased Instagram's commitment to free self-expression and cultural progress. We created videos about a professional dancer living with fibromyalgia advocating for accessibility, a young Black violinist changing people's perspective on the meaning of classical music, and a Guatemalan-American stylist and make-up artists whose work speaks for itself as a critique of homogeneity in the fashion world.

WMX implemented this program along multiple axes, from our New Normalists custom video, to Uproxx.com site takeovers and ROS media, establishing Instagram’s credibility and authenticity within our audience. Across the campaign, which featured 2x month-long sustained targeted preroll flights on Uproxx.com (A18-34), two sitewide takeovers, a sustained two-month flight of targeted high impact rotational media (A16-34), and the exciting, month-long New Normalists custom video package flight (including social cutdowns), we delivered 29.7mm+ total impressions, including 1.43mm+ custom video views, and 15.7k+ total clicks.

• The Sitewide Takeovers saw a 0.09% click-through rate, 50% above UPROXX benchmark, and delivered 1.5x the impressions guaranteed.

• The UPROXX pre-roll saw consistent video completion rates across the target audience, surpassing UPROXX’s benchmark of 70%.

• All custom video assets exceeded benchmarks for video views, social impressions, and reach. We can attribute this success to creating content that connected with consumers in a more emotional way. These successful outcomes are the consequence of the combination of a trusted brand like Instagram and WMX/ UPROXX’s expertise at driving cultural relevance.