INSTAX Turns Selfies into Selflessness During Generation Z TikTok Challenge

Photography can be selfish at times – we take shots, and we capture photos. But at INSTAX, it's believed that photography is more than that – it’s about giving. To each other, and to the world.

INSTAX partnered with IPG’s MediaHub and McCann New York to encourage TikTokers to join the #myinstaxshoutout challenge and give a little love. They tapped into the perfect audience at the right time in one of the most crowded holidays online and proved that when it comes to photography and Gen Zers, it’s better to give than to take, with over a million video submissions to prove it.  

Valentine’s week was identified as a key opportunity for INSTAX to make a deep connection with Gen Zers on one of their favourite platforms, Tik Tok. Then tapping into organic behaviour happening on the app, the creative idea came to fruition: Tik Tokers had to describe their favourite qualities about the person they wanted to give a shout out to, and then revealed who it is with an INSTAX.

The long-week campaign started on Feb 9th and ended on Feb 14th. INSTAX partnered with six content creators to kick off the effort, encouraging thousands of Tik Tokers to join the challenge and give a shoutout. The results came pouring in: over a million video submissions and more than four billion views – beating Tik Tok’s benchmarks in the photography and tech category.

The campaign falls under INSTAX’s ‘don’t just take, give’ platform – which was launched in Sept. 2019.