The Long Drive Home started on Instagram in late December 2013. Each week a new section of the road was uploaded. To maintain visual consistency within Instagram, posts were always uploaded in units of 3 images.

Content along the road was tailored to the news of that particular week.

The flexibility of the project meant we could react to current events as they happened, ensuring that what we posted was as up to the minute as anything else on Instagram.

The goal was to double our following by April 2014. With content alone and no external aggravators, we reached that goal within 2 months, shattering it by the end of the campaign with more than 3x as many followers.

Activity was also up on the channel, with comments, likes, and re-grams noticeably increased over the months prior to the campaign.