Meta has launched its first-ever Instagram campaign in Thailand, created by BBH Singapore and aiming to drive engagement with Instagram Reels. The 360 degree campaign highlights how Instagram is a space which “Makes the everyday feel special.”
The work is aimed at Gen MZ (Millennial/Gen Z) audiences, encouraging them to see Instagram as a window into their connections’ everyday lives, and a space full of engaging content that sparks conversation and bonding, while inspiring them to start making their own Instagram Reels.
BBH Singapore developed the “Make the everyday feel special” strategy based on the insight that while reality can feel dull, Thai audiences have the power to bring their distinct perspectives to ordinary moments and elevate them into something more engaging and meaningful.
The campaign launches with two brand films that show how Instagram brings users’ relationships and interests together in one creative space, which is perfect for self expression and a great way to stay close to real-life connections while exploring the things you love.
Another creative strand goes deeper into showcasing the Instagram Reels product and encouraging users to start creating their own. It features a series of six 20-second Reels, showing everyday moments through a uniquely Thai lens. These films invite consumers to see beyond the ordinary and tap into the fun, magical stories in their everyday lives.
To further drive engagement, the campaign also includes 15 pieces of content developed in collaboration with Instagram creators in Thailand, including @Chopluem, @Nisamanee and @Glloysght. This empowers upcoming creators to start creating more on Instagram by demonstrating the value of Instagram Reels, and the simplicity of creating whenever they feel inspired.
Janson Choo, Executive Creative Director at BBH Singapore, said: “This is Meta’s first campaign for Instagram in Thailand and bringing it to life with Meta and our production partners has been a rewarding journey. What really stayed with us is how Thai people have this natural ability to find humour, meaning and beauty even in the most ordinary or uneventful moments. Instagram Reels is a natural extension of that mindset. It is a place where those stories can be expressed, shared and built upon through connection with others.”
The campaign is running across digital channels in Thailand for 10 weeks.
