#Lightislife case study presented at Social Media Week in Rotterdam: http://new.livestream.com/smwrotterdam/events/3407075

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#LightisLife
Instagram Project
Michele Boccamazzo
Digital Producer
25 September 2014

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WHY?

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WHY?
Because Instagram is not a
platform for Photographers, it
is a platform for People

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Storytelling

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Storytelling
is a means for sharing and interpreting experiences

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How can Philips design an
experience on Instagram?

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#LightisLife

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The #lightislife project has been launched at the beginning of
June.
For 6 months Philips invites an Instagram influencer to create a
series of 20 posts where they explore and describe what
#lightislife means to them.
Note: They are not professional photographers but Instagram storytellers

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4 Stories
@croyable
@hirozzzz
@ernandaputra
@brahmino

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4 Stories
@croyable / City Guide
@hirozzzz / Alice in the Wonderland
@ernandaputra / Dubliners
@brahmino / Favole al Telefono

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#lightislife journey in Eindhoven by @Croyable
Dutch // +430k followers // Urban – Landscapes // http://instagram.com/croyable

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#lightislife journey in Eindhoven by @Croyable
Eelco Roos to has explored the
relation between the city of
Eindhoven and Philips.
His #lightislife journey starts from
the first Philips Factory and goes to
the most iconic places in the city,
passing thought our High Tech
Campus.

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Stories / Subsequent layers
Eelco’s #lightislife journey has 4 story
lines
1. Eelco’s exploration of Eindhoven
2. Philips’s story – from the 1st light
bulb/factory to the most innovative
concept
3. The relation between the city and
the company
4. Walk in the city (from the center to
the HTC and back)

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Following #lightislife in Tokyo by @Hirozzzz
Japanese // 270k followers // Urban – Landscapes // http://instagram.com/hirozzzz

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Following #lightislife in Tokyo by @Hirozzzz
Hiroaki decided to follow the
journey of light during the day in
Tokyo
His #lightislife journey starts from a
big fish market in Tokyo in the early
morning, go though the metro
during the day, until sunset and
night.

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#lightislife in Jakartans’ lives by @ernandaputra
Indonesian // + 500k followers // People // http://instagram.com/ernandoputra

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#lightislife in Jakartans’ lives by @ernandaputra
Ernanda has been describing
#lightislife though the lives of the
people.
His series is a compilations of
#lightislife stories, from the street
food seller to the waiter of a big
hotel.

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#lightislife as Creativity by @brahmino
Italian // + 500k followers // People - dreams // http://instagram.com/brahmino

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#lightislife as Creativity by @brahmino
Simone sees light as creativity
Could a creative approach make
#brighter our working days?
He tells the story of his life as
commuter to his son as if it was a
magic journey.

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Results
Followers: + 50%
Av. Like/post: 250
Av. comments/post: 10

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Results?
Followers: + 50%
Av. Like/post: 250
Av. comments/post: 10

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This is how we bring our
brand values and mission on
Instagram

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Learnings

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Learnings
Storytelling is not about us

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Learnings
Storytelling is visual, but not
only

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Learnings
Influencers are not
photographers

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Questions?
Twitter: @micboc
Instagram: @Boccamazzo

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@Philips