The Sobering Instagram Account

05 October 2016 | Jess Seal

How is it that if you have a hot bod and post a variety of pictures of it on Instagram, you get tens of thousands of followers? Once accomplished said followers, you can then get even more followers by posting pictures (highly filtered may I add) of the luxurious locations you’re visiting and the delicious food you’re eating!

With only 179 followers myself, I’ve come to the conclusion that I need to up my game when it comes to posting. I’m thinking food snaps, gym snaps, car snaps, hotel snaps – you name it I’ll be posting it. Let’s see if I can get to 400 followers by the new year… 

The reason I’m writing about this is because I noticed details emerge of a French Instagram account called Louise.Delage who posted an assortment of fun-loving images in typical Instagram scenarios. The Instagram account speedily racked up more than 50,000 likes (one can dream!) and received high volumes of comments and followers. I was amazed just how quickly the account had grown. But…it emerged last week that the Instagram account was in fact an insta-fraud!

Set up by French ad agency, BETC, as part of the company ‘Addict Aide’s Like My Addiction’ campaign, the account was designed to highlight alcohol addiction in young people. When looking a little closer at Louise.Delage’s photos each and every one includes an alcoholic beverage…even the ones of her at work! When this was pointed out it became so obvious but it was shocking how nobody seemed to realise.

Whilst Louise is a model living in Paris, she was actually hired by the ad agency to help promote the campaign. The aim of the campaign was to raise awareness of alcoholism in young people and draw attention to the fact it can be easily missed.

Last week the agency released a YouTube video revealing who the model really was and highlighting how easy it was to trick people. Since the video was launched on 30th September it has had over 350,000 hits and more and more people are talking about it across the globe. I think it’s the shock factor that has really got this campaign off the ground.

What I think is particularly impressive about the campaign is the engagement on Louise.Delage’s account. Once you’ve followed her account you’re completely invested in what she is doing and therefore when posting the ‘reveal’ video on her page meant her several thousand followers would watch it, fully take in the content, engage and even share it.

It’s a pretty smart plan from BETC and I love how simple it is. I wonder if they’d be free to help me get to my 400 followers!