Zinc Instagram Hijack with Andrew White

Background:

Zinc wanted to spark conversations among its shampoo’s active audience. But how could the brand create an idea bold enough to trigger engagement and stand out in the crowded digital space?

Solution:

Teaming up with its charismatic brand ambassador, Andrew White, Zinc devised an unconventional approach: a playful digital experiment designed to turn heads and drive buzz. For a couple of days, Zinc asked Andrew White to “hijack” the brand’s Instagram account, posting as if it were his own. In return, Zinc’s Instagram admin took over Andrew’s account, offering fans a refreshing behind-the-scenes glimpse into his daily life.

Results:

This innovative campaign earned Zinc a spot as a finalist at the Marketing Interactive PR Awards 2020 for Best Use of Celebrities/Influencers with the tagline: “When an Intern Runs a Brand’s Instagram.”