Social / Community
Pop-up @shop (May 20-21st, NYC) was Instagram’s first consumer-facing commerce experiential activation, highlighting 13 of the over 1k small businesses featured by @shop (1.8M followers) since it launched in 2019. Over 7k shoppers participated in the experience, which was featured on the Pix11 News.
Instagram’s @shop —
Instagram launched @shop in 2019 to celebrate small businesses and quality products through daily, organic social storytelling. As founding editor-in-chief, Leigh defined the brand voice and vision, led the daily creative team (photo, copy and video) and scaled the brand to extend into live shopping activations as well as curated merchandising of over 1500 product collections on the Shop tab. The @shop brand demonstrated best-in-class commerce content and product education around Instagram’s shopping functionality and features. The engaged creator and founder community that grew around @shop led to Instagram’s first-ever consumer commerce event — pop-up @shop in 2022 (pictured above) — and several small business community-building events like 2023’s Female Founders Fair.
