These creative ads created by the Miami AdSchool/ESPM and F/Nazca Saatchi & Saatchi feature a missing component that can be added using the tap-to-like feature on Instagram.
The series of 'Double Tap Ads' feature familiar depictions of objects like necklaces, playing cards and NYC logos, which are rendered incomplete without the addition of a heart shape. Once a user on Instagram double taps a photo, a heart briefly appears to complete the image. Through curiosity, this is a clever way to drive interaction on Instagram.
A campaign that uses a similar tactic in a more literal way is 'Like for Life' from the Red Cross, which demonstrates the life-saving benefits of being able to perform CPR. This goes to show that this kind of campaign can be adapted to suit a number of brands.
Interactive Social Photos
These Creative Ads Have Viewers Tap to Like a Photo and Add a Heart
Trend Themes
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Tap-to-like Campaigns — Opportunity for brands to create interactive ads that require users to tap to like and complete an image.
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Interactive Advertising — Growing trend of engaging users in the advertising process through interactive features like tap-to-like.
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Curiosity-driven Interactions — Increasing interest in driving user interaction by leveraging curiosity-inducing elements in campaigns.
Industry Implications
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Advertising — Opportunity for the advertising industry to explore innovative ways of engaging audiences through interactive campaigns.
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Social Media — Potential for social media platforms to further enhance user engagement by incorporating interactive elements like tap-to-like.
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Nonprofit — Possibility for nonprofit organizations to utilize interactive advertising to convey important messages and drive social impact.