W Cover Star

Launched W Magazine's first Instagram filter and Instagram challenge


Idea/Strategy:

  • Instagram filter emulating a W cover.

  • Amplify the fun factor by creating a game / rolling coverlines based on trending filters.

Amplify:

  • Developed a digital feature to run alongside the filter launch, highlighting talent that inspired, informed, or made us laugh during the beginning of the coronavirus pandemic. Talent shot their own special digital covers using the filter and answered a Q&A for an online feature.

  • Reach a wide audience by featuring a diverse and eclectic talent group including Naomi Campbell, Ciara, Charli XCX, Christian Siriano, Lili Reinhart, Riz Ahmed, Bretman Rock, Jonathan Van Ness, Bethenny Frankel, Lisa Rinna, and more. 

  • Amplified engagement through a challenge for followers to get creative at home and use the filter to create their own most outrageous covers for a chance to be reposted by W Magazine. 

Results:

  • 3.6M+ Impressions for the Instagram Filter

  • 2M+ Impressions for Instagram Feed posts on talent channels

  • 510K Impressions for Instagram Feed posts on @wmag