In this Instagram first, we tagged followers by name and personally made them part of the solution that was missing, allowing them to see the impact of their support.

This mobile-first campaign started with World Vision’s photography bank, where images that depicted the challenges encountered worldwide were selected. Each represented the work World Vision does to build-up communities through health and immunization, child protection, water and sanitation, and education.

To spread the message, World Vision’s most influential and engaged followers were tagged. Working within the constraints of the app, the tags were arranged into instantly recognizable shapes. This included a podium representing World Vision’s work to give girls a platform for their voices to be heard; a health clinic in South Asia, and a house to represent the rebuilding of communities and livelihoods after natural disasters, like the 2015 earthquake in Nepal.

Once posted, we engaged people by asking them to ‘tap’ the post and make the tags appear, revealing to everyone the image with a solution, and the followers were literally a part of it.

The response from the social community was more than anyone could have hoped for.

Three out of four posts out-performed the monthly average for engagement, with two of the posts receiving >27% the monthly average for engagement (May 3rd post - 27%, May 4th post - 32%).

Three out of four posts outperformed the monthly average for likes, with two of the posts outperforming the monthly average for likes by >20% (May 3rd post= 22%, May 4th post= 24%).

Two of the posts received more than double the monthly average for comments (May 3rd post = 177%, May 4th post = 267%).

Finally, all posts were ‘saved’ more than the monthly average, indicating that people were interested in re-visiting the content beyond their initial viewing.

In short, the campaign surpassed expectations and gave World Vision a new social media tactic to engage (and thank) the community by which it thrives.