#Maps10 ON instagram
March 2015 – Google Maps turned 10 years old this past February, a milestone I happily seized to collaborate with some of the best photography talent on Instagram. With travel lovers actively searching for wanderlust content online, the campaign aimed at showcasing the role of Google Maps in exploring our world.
The Strategy
Influencer content allowed us to incorporate travel moments and consumers stories—directly aligning with our audience’s travel aspirations and Google Maps' channel goals:
- Grow awareness of Google Maps on Instagram
- Gain a wider presence in existing travel conversation
- Build relationships with influencers to create brand ambassadors
To launch the #Maps10 campaign and hashtag, we partnered with 10 photographers who had a combined audience reach of 3.7M followers. Each one announced his or her takeover on their own channels—which we amplified on ours—and published bespoke content on both our Instagram and Google Maps itself.
THE Results
23M impressions
240K likes & comments
2X channel growth
#7 on Instagram brand chart