Addict’Aide captures alcoholism on Instagram
WHAT IT IS:
You may have spotted Louise Delage’s glamorous pictures while scrolling through Instagram. The newcomer racked up thousands of followers in just seven weeks by posting pictures of her globetrotting lifestyle.
This was no ordinary blogger, though. Her final post revealed she was an agency creation to raise awareness of alcohol addiction for French charity Addict Aide. In every single post, Delage was pictured with alcohol – not that anyone noticed.
WHAT WE LOVED:
The medium was perfect for the message. Delage’s deceit showed how hard it is to spot addiction, especially when the addict lives a seemingly fulfilling – and photogenic – life.
WHAT WE LEARNED:
A well-planned social media strategy – with the right ingredients – really works. The agency analysed top bloggers’ profiles and engaged key opinion leaders to get her pictures trending quickly.
But we wonder how much her “success” had to do with cyber sexism and her sexy profile.
WHAT WOULD WE DO DIFFERENTLY?
Follow up. The account, now inactive, has attracted nearly 100,000 extra followers after the subsequent publicity. Addict Aide could be doing so much more to underline its message to its new followers.
