# Unappreciated Photo Campaigns Kahlua's 'Zero Likes Given' Highlights Unliked Instagram Photos By Laura McQuarrie | Published 2019-07-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/zero-likes-given References: [bustle](https://www.bustle.com/p/how-to-find-your-instagram-bottom-nine-thanks-to-kahluas-zero-likes-given-campaign-18202818) & [kahlua](https://www.kahlua.com/bottomnine/) At the end of every year, it's common to see [Instagram](https://www.trendhunter.com/trends/instagraph) users sharing their top nine (sometimes called the "Best Nine") photos on a collage to pinpoint the highlights of a year based on posts that garnered the most social media activity—[Kahlua's](https://www.trendhunter.com/trends/feliz-st-patricks-day) Zero Likes Given campaign sets itself apart by giving attention to the most unappreciated [social media posts](https://www.trendhunter.com/trends/tumblr-campaign). In the same way that online tools can be used to access one's Instagram Top Nine, Kahlua created a way to recognize the photos that a user has posted that got the fewest likes. The online tool and campaign from Kahlua support its Zero Likes Given exhibition in New York, which also showcases some of the least popular photos ever to be shared to Instagram. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 71% | Activity: 85% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Zero Likes Given:** Disruptive innovation opportunity: Develop a platform or tool that highlights and celebrates unappreciated social media posts. - **Unliked Instagram Photos:** Disruptive innovation opportunity: Create a service or app that allows users to explore and discover unliked photos on Instagram. - **Least Popular Photos:** Disruptive innovation opportunity: Build a platform that encourages users to share and appreciate the least popular photos on social media. ### Where This Applies - **Social Media:** Disruptive innovation opportunity: Develop a new feature or platform that addresses the issue of overlooked or unliked content on social media. - **Digital Marketing:** Disruptive innovation opportunity: Create novel strategies or campaigns that challenge traditional metrics of success on social media platforms. - **Art and Photography:** Disruptive innovation opportunity: Establish a platform that showcases and promotes underappreciated artworks and photography across social media platforms. ## Related on Trend Hunter - [Analog-Themed Camera Campaigns](https://www.trendhunter.com/trends/analog-life.md) - [Imperfect Cooking Campaigns](https://www.trendhunter.com/trends/effortiseverything.md) - [Image-Sharing Social Applications](https://www.trendhunter.com/trends/lapse-1.md) - [Private Social Photo Apps](https://www.trendhunter.com/trends/retro-app.md) - [Cookie Gifting Campaigns](https://www.trendhunter.com/trends/destroymediocrity.md) - [Social Experiment Cafes](https://www.trendhunter.com/trends/simply-coffee-caf.md) - [Uplifting Social Media Campaigns](https://www.trendhunter.com/trends/optimism-your-feed.md) - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Visualized Social Media Data](https://www.trendhunter.com/trends/instagraph.md)