Nowadays native advertising is becoming more and more popular, however the story of Louise Delage is something new within the branding strategies.  Addict Aide’s advertising campaign demonstrates how appealing to Instagram influencers can work for you.


Who is Louise Delage and why should you know her?

Just about two months ago, on the 1st of August 2016, Parisian girl Louise Delage posted her first photo. Conventional and typical photos: selfies, lifestyle, trips, friends and parties – there are no signs that something goes wrong, we all have such friends and acquaintances. However, in short terms, Louise’s page reaches approximately 80 thousands followers – worth considering an Instagram blogger and influencer, isn’t she?

The key point, however, is different. Louise Delage does not exist. Louise Delage, played by a model, is an advertising campaign by Addict Aid, the organization, which aim is to confront alcohol dependence and to provide assistance for those who care about people around them. And on September, 22 the video “Like my addiction” was published by Louise. This striking advertisement, created by Paris agency BETC, gained more than 200 thousands views and 1500 comments, demonstrating that Addict Aide definitely succeeded. The same YouTube video, in comparison, got more than 700 thousands views.


Louise Delage. Instagram Campaign

Louise Delage. Instagram Campaign

Louise Delage. Instagram Campaign


The effectiveness of branding strategy

We have recently written that brands more and more appeal to modern bloggers, primarily because of their engagement with audience. This is not a traditional case, however the success of Delage’s fake instagram page is pretty obvious, but how an ordinary french girl became a trendy blogger? The Instagram path is quite typical, however advertising agency, which developped this fake frontman is who deserves the credits for this success.

BETC has applied simple Instagram techniques: the use of hashtags, bots and targeting other teen-age influencers. Moreover, “Louise” posted several photos a day during rush hours, time periods with the highest traffic. In conjunction with content (note that every picture was accompanied by an alcohol drink in different forms) and “instagram effect” (which is essential for marketing millenials), Louise has become quite a popular blogger, and influencer, as expected by branding strategy. “Boosting Delage’s following in just a month was the result of an elaborate acquisition strategy, rooted “in native Instagram content and user habits”, said BETC president and creative director Stéphane Xiberras Paris Xiberras.

The effectiveness is revealed trough awakening: we do not notice obsessive habits and addictions of surrounding persons and our cronies. “We were briefed on the difficulty of detecting the addiction of someone close to you—a friend, a child or a parent,”  Stéphane Xiberras Paris told AdFreak. “We thought an interesting way of showing it would be to create a person people would meet every day but whom we’d never suspect of being an addict, by setting up a fake Instagram account.” 



Shortly after coming out of closet, Addict Aide’s traffic increased in 5 times. What is more, the story was mentioned more than 150 times across various social media websites and platforms. Figures demonstrate a favorable and successful impact of advertising campaign, however its creators expected more.

Well, even if figures were disappointing for company’s management, the after-honor produced beneficial results. Addict Aide not only raised the awareness of their company and services they provide, but also made people think and notice addictions around them: social aspect is no less essential. And reaching this social effect through Instagram instruments is a remarkable incentive for further companies’ development.

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