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Like my addiction

Award: Graphite Pencil

Graphite Pencil / Direct / Direct Response/Digital / 2017

Brief:
It is estimated that in France addictions account for one in five deaths and one out of every two delinquent acts, mainly among young people. Yet it is not easy to detect addiction in a loved one. In this context, the platform AddictAide.fr, the first public portal dedicated to addictions was formed. It brings together associations and professionals, to make the problem known to a broader audience.

Solution & Cultural Context:
It’s easy to miss the alcoholism of someone close, we don’t often spot the early signs of addiction.
To highlight this difficulty we created an Addict.
On the 1st of august 2016, louise.delage appeared on Instagram, her life looked perfect and carefree.
Her account gained a lot of organic followers by using growth hacking actionable techniques including,
trending thematic hashtags, key Opinion Leader
and automated bots.
In 8 weeks, her photos and videos had over 50 000 likes.




Navigational Instructions:


Results:
24 hours after the reveal, #Louisedelage become a trending topic in France.
Two weeks later, the campaign had been shared 500 000 times
And more than 110 000 people were following her account.
Like my addiction was covered by media on every continent
And generated 1 billion media impressions with zero media investment for 9,8 million of earned media.
But the most important thing is that the campaign raised awareness of our perception of alcoholism.


Insights:

  • Like my addiction
  • Like my addiction
  • Like my addiction
  • Like my addiction
  • None

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