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INSTAGRAM STRATEGY


Telling the story of Hillary Clinton (and the 2016 campaign)
through beautiful, thoughtful imagery.

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INSTAGRAM STRATEGY


Telling the story of Hillary Clinton (and the 2016 campaign)
through beautiful, thoughtful imagery.

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Our approach to Instagram


A woman and campaign 68 years in the making.

Our approach to Instagram


A woman and campaign 68 years in the making.

The Woman

People have often said that Hillary Clinton is one of the least-known-well-known people in history. That is, she is possibly the most famous woman on Earth and people think they know her, but in many ways, they don't at all after years of attacks, media coverage and the ups and downs of public life.

In reality, she's human. Just like the rest of us.

She is so many things and they don't have to be mutually exclusive.

She's a grandma.
She's a mother.
She's a wife.
She's a badass (and iconic).
She's a brilliant wonk.
She's a Commander-in-Chief.
She's a public servant.
She's been driven by the same set of values for a very long time.
She's remarkably resilient.
She has a great sense of humor.
She cares.
She gives great hugs.
She takes a mean selfie.

We wanted to convey all of this on Instagram in an authentic, thoughtful and candid way. It was both a goal and a strategy.


The Campaign

We also wanted to tell the story of this history-making campaign by:

  • Celebrating major moments
  • Capturing behind-the-scenes shots that surprise and delight
  • Highlighting the millions of people enthusiastically supporting her
  • Weaving in key messages and policies
  • Connect her life's work and mission to the present campaign

The Sweet Spot

Our work was at its best when we could connect Hillary Clinton (the person) to present day events, ideas and policies.

The Story of Her


The Story of Her


She’s
a grandma,
a mom and
a wife.

What a joy being with our new grandson, Aidan. So grateful. -H

A photo posted by Hillary Clinton (@hillaryclinton) on


She’s
been a progressive fighter
and public servant for decades ...

Fighting for women for decades, and proud of it. #TBT

A photo posted by Hillary Clinton (@hillaryclinton) on


... and a
human being
for even longer.



She's
a badass.



She's funny.

Missed the outfit memo.

A photo posted by Hillary Clinton (@hillaryclinton) on



She's
not taking
anything
for granted.

The best part of being at Caesar's Palace at midnight? Meeting the amazing staff.

A photo posted by Hillary Clinton (@hillaryclinton) on

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The Story of Us


The Story of Us



The
enthusiasm
displayed.

Enthusiasm

The
crowds
rallied.

"Let’s make history!" —Hillary

A photo posted by Hillary Clinton (@hillaryclinton) on

Crowds Rallied

The
moments
unseen.

So proud.

A photo posted by Hillary Clinton (@hillaryclinton) on

Moments Unseen

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Key Collaborators


✨ Team work makes the dream work. 

Key Collaborators


✨ Team work makes the dream work. 

Hillary Clinton's Instagram account would have been nothing without the talented, tireless crew of photographers that followed our candidate, major surrogates and our campaign across the country. They captured every moment and, in the process, captured imagery that will live on in history. It was an honor and a privilege to work with them (usually by email) every single day.

Barbara Kinney

Barb Kinney

Campaign Photographer

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Mike Davidson

Campaign Photographer

Adam Schultz

Adam Schultz

Campaign Photographer

Chandler West

Photo Editor & Photographer

Samuel Fisch

Photo Editor & Photographer

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Press coverage for Instagram


Press coverage for Instagram


The Clinton campaign’s determination to underscore her ‘realness’ may help explain her Instagram account’s upbeat inventiveness. Images meant to underscore resoluteness are leavened by those that emphasize humor...Eye-catching logos and typography, clever animations, and selfies with pop-culture royalty like Kim Kardashian and Kanye West, interspersed with obligatory meet-and-greet shots, create a lively context.
— NYT Lens Blog // September 15, 2015

Hillary Clinton has been working hard to prove that she is hip with the kids ... But perhaps Clinton’s greatest asset when it comes to wooing young people is her Instagram account ... Clinton’s feed is a feat of stylized self-promotion. Featuring an aesthetic that seems to take its cues from Socality Barbie and the Kinspiracy, Clinton has perfected all the tropes of millennial hipsterdom.
— Salon.com // October 12, 2015

I was surprised to see that Clinton’s Instagram game was strong...It’s true that Sanders has more likes and more followers, but popularity isn’t everything! Substance matters, too, and when it comes to creativity and curation, Clinton’s feed feels a little bit more intimate and personal.
— Cosmopolitan // February 22, 2016

Hillary Clinton hasn’t always been the most effective campaigner. But her campaign’s use of the candidate’s photographs — especially on Monday night — has been smart and bold.
— The New York Times // September 27, 2016

For a candidate plagued with relatability issues, and low interest from millennials, a trove of appealing vintage images might be the best thing that ever happened to Hillary ... And her social-media team is definitely aware of that halo effect, posting regular throwback shots ... They offer a Hillary icon for everyone: a lifelong wonk, so uncool she’s cool; a warrior who’s been fighting for you for decades, or a loving mom.
— New York Magazine // November 4, 2016

Since launching her campaign last June, Clinton has flooded the Internet and filled her TV spots with surprising, little-known images of the candidate pulled from old family photo albums, all part of a larger campaign strategy to make Clinton more relatable to voters...Overall, the strategy appears to be working...
— POLITICO // September 15, 2015

While the polls are tightening up in the presidential election, there is one space where Hillary Clinton dominates: Instagram.
— Observer // November 4, 2016