Avatar: The Last Airbender
Avatar: The Last Airbender was one of the best projects I was assigned while at Nickelodeon. I was able to tap into the show’s roots and fan favorite topics to build out some of the most exciting creative I’ve ever made. My strategy and creative helped the Instagram Account become a ‘Best Overall Instagram Presence’ Finalist for the Shorty Awards in 2021. We also won the ‘Best Overall Social Media Marketing Campaign’ Model D award for our Earth Week campaign.
This Avatar Air Directions Memory Game Instagram story was made as a part of our Earth Week campaign. As a team, we decided to post an Instagram story every day of the week, focused on a different element (Fire, Earth, Air, and Water), with the last day being focused on the filter we made. We also thought it would be great to utilize the large Avatar following and swipe up on the last slide to an earth-focused organization where fans could potentially donate. This week was full of record-breaking stats and award nominations, but mostly, it felt amazing to use the following we have for good.
People sure do love doing Spot The Differences on Instagram Stories. Doing one for Avatar ended up being a great idea as it became our highest performing Avatar story with 3 million impressions (about 6 times the average) and 173,654 engagements (more than 6 times the average).
In 2020 for “On This Day” content, we would just post a quick 15 second cut from a video we post to IGTV. This year, we decided to try something more elaborate like trivia, which ended up being a great idea. This Instagram story received 1 million impressions (double the average) and 411,212 engagements (more than triple the average).
We knew that doing a bracket where the different benders from Avatar: The Last Airbender would be a successful Instagram Story, but it actually ended up becoming our second highest performing Avatar Instagram Story with 2.4M impressions (more than triple the average) and 992,196 engagements (more than 4 times the average). The fans sure do love their Avatar characters and a little competition.
This was my favorite Avatar story to make. I got to embrace silliness and cut together goofy footage. It performed really well with 1.3 million (more than double the average) impressions and 389,915 engagements (more than triple the average).