137 creators connected to inspire millions of Mexicans with their authenticity.

Instagram has long been synonymous with global creativity. With over 2.8 billion active users monthly, it brings entire communities together through everyday creative expression.

However, in Mexico, where millions of users use the platform monthly, they faced the challenge of increasing relevance and engagement on Instagram, since it’s a Facebook-first country. The challenge was specific: increasing engagement among users aged 18 to 55.

Facebook holds a stronger position in the country for several reasons: it arrived earlier and became the go-to social network, and most people, especially those over 30, already have their social circles, family, and community groups there. It’s tough to break that habit. Facebook is a “one-stop shop” for news, memes, videos, groups, marketplace, and events. On the other hand, Instagram is often perceived as more aesthetically pleasing and aspirational.

When Meta needed to choose a partner for this campaign, they turned to Winclap, thanks to their ongoing collaboration creating branded content across Latin America.

The goal was to produce authentic and relevant content that would encourage users to use Instagram as a natural extension of their creativity.

They needed a blend of talent as diverse as Mexico to authentically reflect the country’s culture.

Under the banner “Follow to connect more. Explore to be inspired. Share to express yourself,” Winclap led the creative strategy and execution end-to-end—from scouting to final posts.

1. Strategic Scouting and Content Co-creation

It all started with rigorous curation: 137 creators were selected not just for their reach but also for their ability to connect with key cultural niches on Instagram Mexico.

They prioritized verticals such as comedy, fashion, music, relationships, and beauty—spaces where conversation flowed naturally.

Each creator received a custom creative brief, tailored to their style and community.

2. A Living Narrative Built by Creators

Rather than a static campaign, Winclap proposed a living, serialized, ever-evolving story.

The creative strategy connected high-profile influencers and emerging voices through mentions, reactions, and cross-posting.

This created a “content chain” that kept the narrative circulating across different audiences, amplifying the message without sacrificing authenticity.

3. Distribution Designed to Scale Without Losing Soul

The narrative had to move and scale. To achieve this, the team utilized organic posts, partnership posts, and dark posts to amplify reach while maintaining authenticity for each voice.

Interactive tools encouraged users to join the trends and conversations:

• Add Yours Music Sticker: drove organic participation in musical trends

• Reveal Sticker: invited direct interaction through DMs, strengthening the creator-fan connection

• Frames Sticker: enabled nostalgic story-sharing with a Polaroid-style design
  

4. Cultural Anchoring: Día de Muertos on Instagram

To reinforce local relevance, the campaign tapped into one of Mexico’s most iconic traditions with an activation in Roma Norte during Día de Muertos.

An artist-designed interactive mural invited the community to leave their names and messages in honor of loved ones.

• The design blended Día de Muertos visuals with Instagram elements.
• A QR code provided visitors with access to a digital template that they could use in their Stories.

Creators like @los_chicaneros amplified the experience, showing that cultural connection knows no borders.

What began as a brief turned into a large-scale creative operation.

Winclap orchestrated the content, messaging, and visuals precisely, always maintaining voice authenticity, cultural relevance, and visual cohesion.

The result went beyond a campaign:

• Instagram has consolidated as a space for genuine creative expression.
• Hundreds of voices united to form a single, living, coherent narrative.
• The campaign demonstrated that a native, culturally relevant, and emotionally connected execution can transform the way users engage with a platform.

It was a collective experience built within Instagram, with editorial quality and curatorial care worthy of the platform.