Louise Delage Instagram: How a clever marketing ploy managed to accrue wide following and reveal society’s attitude towards alcoholism and addiction.
A marketing stunt designed to show how acceptable drinking really is has managed to pull the wool over instagram followers after 25 year old French model, Louise Delage began posting an array of sizzling images this summer. Albeit every image included references to her drinking.
At the time, the stunning model who had been covertly hired by Paris, France based marketing agency, BETC went on to accrue a bevy of followers when it first came out in August, few realized what was really at hand.
With 50 000 followers already following Louise Delage, her images included what on the surface appeared to be nonchalant every day images of a pretty hot girl, whether at the beach, at the grocery store or just walking down the street.
Except there was one thing many followers failed to catch- each image referenced her in touch with alcohol. Whether holding a glass of wine, a bottle discreetly peeking out of her shopping bag or one placed by her feet while at the beach.
As part of BETC and Addict Aide‘s Like My Addiction campaign, Delage had aimed to raise awareness of drinking among young people, and draw attention to the fact that alcoholism can be so easily missed.
By the time BETC released a YouTube video revealing who the model really was last week, it became clear how she had managed to trick so many people.
Courtesy of Louise Delage’s good looks and her natural appearing set up shots, followers had simply assumed she was merely another fashion blogger-type, new and ‘hot’ on the social media platform.
But as the video announced: ‘It’s easy to miss the addiction of someone close.’
Since the clip and identity of Louise Delage was released on September 30, it has already garnered more than 350,000 hits.
The BETC president and creative director, Stéphane Xiberras Paris, told AdWeek that while a ‘few people sensed the trap – a journalist among others – in the end, the majority just saw a pretty young girl of her time and not at all a kind of lonely girl, who is actually not at all that happy and with a serious alcohol problem’.
‘Sometimes it seems like in this era, the more people stage their ideal life on social media, the more that serves to hide a not-so-ideal reality,’ Mr Paris continued.
The campaign has been praised highlighted a rather sobering message: that alcohol addiction is omnipresent and can seduce any one of us, even the ones you’d never suspect.