Instagram encourages Australians to “Get Into What You ❤️” in first local brand campaign


Today Instagram has launched its very first national campaign titled “Get Into What You ❤️”, highlighting how the platform is a place for all Australians to connect with the things they love, explore their passions and discover more about their interests.


With millions of Australians using Instagram each month, a million stories created every day and 90 per cent of Australians on the platform following a business – Instagram is connecting Australians with their diverse range of passions through a number of avenues. These passions includes everything from beauty and music to sport, all of which are highlighted in the campaign.

“Get Into What You Heart” will consist of a series of music-video style films which will be seen across cinema, television and Instagram. The high-energy piece is voiced by Australian female rapper Tkay Maidza, who brings her unique style over a bouncing beat. The film was directed by BRTHR, who has helmed videos featuring the world’s top musical acts including Travis Scott, Charli XCX, Foster The People, Lil Pump, 21 Savage, and The Weeknd.

Creators are an important part of the Instagram community, so as part of the campaign, Instagram has profiled some local Aussie creators including Ruel (@oneruel), Poppy Olsen (@poppystarr), Samantha Kerr (@samanthakerr20), Rowi Singh (@rowisingh) , and Jordan Morrison (@jordanmorrison1).

Says Noelle Kim, head of marketing, Instagram APAC: “We made our Australian community the centre of this first-ever Instagram campaign, and we are excited to showcase the spectrum of interests you can connect with on Instagram. From AFL to beauty, all the creators, brands, and communities you want to discover are here. The power to engage and share, inspire and be inspired, is what makes our platform so special.

“Australia is an important market for Instagram, and we wanted to launch one of the first Instagram campaigns here to highlight our rapidly growing local community. This is one of the biggest investments we’re making anywhere in the world, and we want this campaign to showcase what is so special about our community in Australia, and highlight the value Instagram brings in connecting people with the things they love everyday.

“The campaign feels distinctly like Instagram—the films jump off the screen like a music video, and are all voiced by the incredible Aussie rapper Tkay Maidza. The creative is bold and vibrant, and it mirrors the way moments are captured and shared on Instagram. We are looking forward to launching this campaign around the country, beginning this week.”

Instagram encourages Australians to “Get Into What You ❤️” in first local brand campaign Instagram encourages Australians to “Get Into What You ❤️” in first local brand campaign