Instagram
Share Your Light
Celebrated globally but not as often in mainstream US media, we teamed up with Instagram to create #ShareYourLight, a week-long social spotlight on Diwali — the festival of lights.
We partnered with South Asian creators and businesses to showcase how they celebrate the five days of Diwali. Each creator showcased his or her style of traditions through food, dance, fashion, and music. Our social campaign centered around hosted daily livestream programming, including a dance and cooking class, mini-concert, fashion show, and gift guide.
Overall we partnered with 17 South Asian Creators who developed reels and static posts, flooding Instagram with different styles of Diwali celebrations, each from their own lens.
The celebration continued IRL, with sponsored activations throughout the week, including a Bhangra dance class, a creators' dinner, and a sold-out pop-up with NYC favorite Kolkata Chai.
The Results:
805M+ Real & Potential Impressions
53M+ Video Views
6.4M+ Engagements
Over 2.2K organic pieces of #ShareYourLight UGC created by the community
A line around the block at New York City's latest icon of South Asian flavor - the Kolkata Chai Company located in the Lower East Side
Creative Director: Carrie Barr, Group Creative Director: Kevin Green, Senior Creative Team: Art Boonklan, DeChazier Stokes-Johnson, Jodeci Richards, Chris Nguyen, Meriam Raouf, Nicolai Michelson, Strategists: Sameer Naseem, Richard Vassilatos, Social Strategist: Tara Carlson, Designer: Badal Patel, Motion Designer: Ali Beisbier, Producers: Mark Dalhausser, Jacqueline Bao, Influencer: Lindsay Calabrese
Work created at Cashmere Agency