The #Noalpiestureo Campaign Protests Images of Feet on Instagram
Laura McQuarrie — October 12, 2014 — Marketing
References: territoriocreativo.es & adeevee
When the summer months come around, rather than posting pictures of beautiful sunsets, waves on the beach or warm-weather foods, there tends to be a lot of photos of feet on Instagram. In protest to this, Territorio Creativo launched a campaign as a "Crusade to see more summer and less feet," by the name of Piesturo.
A site was created where people could pick a side, either choosing to defend the strange phenomenon or speak out against it. In response, the campaign grew legs of its own, and people began creating their own memes about #Noalpiestureo, sharing the purpose of the project. After becoming a trending topic and making huge impressions on Twitter and Facebook as well as Instagram, the media began to pick up on the efforts and furthered the reach of the campaign.
A site was created where people could pick a side, either choosing to defend the strange phenomenon or speak out against it. In response, the campaign grew legs of its own, and people began creating their own memes about #Noalpiestureo, sharing the purpose of the project. After becoming a trending topic and making huge impressions on Twitter and Facebook as well as Instagram, the media began to pick up on the efforts and furthered the reach of the campaign.
Trend Themes
1. Protest Against Feet Photos - Opportunities for disruptive innovation lie in creating alternative social media platforms that encourage users to share more diverse and interesting content, rather than focusing on feet photos.
2. User-generated Memes - There is potential for disruptive innovation in developing meme-generating tools or platforms that allow users to easily create and share their own memes for online campaigns.
3. Media Amplification - Opportunities for disruptive innovation exist in developing technologies or strategies that can amplify the reach and impact of social media campaigns, helping them gain traction in traditional media outlets.
Industry Implications
1. Social Media Platforms - Companies in the social media industry can explore disruptive innovation by creating platforms that provide unique content experiences and discourage the overuse of repetitive photo trends.
2. Meme Creation Tools - Technology companies can capitalize on disruptive innovation by creating tools or apps that enable users to easily generate and share memes for various online campaigns and trends.
3. Digital Marketing and Advertising - Agencies and marketers can embrace disruptive innovation by finding new and creative ways to amplify the reach and impact of social media campaigns, integrating them into larger digital marketing strategies.
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