With the video she posted last weekend on the popular social media platform, she revealed that she does not exist but is a marketing campaign by a company that wants to make the topic of addiction more approachable.
Also read: How to Get the Most Out of Instagram
How Louise Delage Went Viral
Many people have had an Instagram account for years and struggle to get 40 or 50 likes per post. To ensure that Louise had thousands of followers in just a few days, BETC, the company behind the campaign, used a strategy with four key points.
The team behind Delage made sure to post three times a day; in the morning, during lunch, and at night. These moments were carefully chosen because they are 'high-traffic' times that attract many visitors and are popular with users who want to follow new people.
To ensure that each post received as much attention as possible, the team first studied the Instagram accounts of successful fashion bloggers to find popular hashtags, filters, and types of photos. This was then replicated, and each post was made with over 20 hashtags.
Staying Real
One of the biggest challenges of inventing a person is convincing people that this person really exists. With a few attentive followers aside, almost everyone was convinced that Delage was a real person leading a wonderful life. To achieve this, every comment was responded to as naturally as possible, and extensive use of emoticons was made.
The Big Reveal
No matter how many followers Delage had, without a good reveal, it would have been a poor campaign. The timing is crucial; Louise needed to have many followers, but people should not doubt her authenticity. After two months, the team decided to reveal the secret, and judging by the reactions, they could hardly have done it better.
The way of revealing is also important. The company did this by placing her photos in a video montage with the message that addiction can be hard to see at the end. Subtle enough so that people do not feel tricked and powerful enough to have an impact.
All in all, BETC can look back on a very successful campaign that can be talked about for a long time.
For more information about BETC, you can visit the company's website.
