Problem
PROBLEM

The New Yorker’s weekly Caption Contest has become a highlight for readers over the years. But with the New Yorker’s readership rapidly aging, they needed to reach a younger audience.

INSIGHT
INSIGHT

Young people show off their sharp wit by writing funny captions on their videos and photos in Instagram Stories.

SOLUTION
SOLUTION

We turned The New Yorker’s Caption Contest into a weekly social contest on Instagram Stories. Every week, we share the un-captioned cartoons through the New Yorker Instagram account. People are prompted to copy the cartoon into their own story, add their super-clever caption, and share it.

RESULTS

The social Caption Contest proved so popular that The New Yorker have decided to turn this promotion into an ongoing program.

+10%
SUBMISSIONS
1.86MM
SOCIAL IMPRESSIONS
0$
MEDIA BUDGET