Your Audience is The Story: Lessons from Vogue in Creating Instagram and TikTok Challenges
Wednesday, November 3, 2021
3:45 PM - 4:10 PM (GMT)
Atalie Gimmel Sarah Marshall

* Open to Premium Pass holders

When the Met Gala couldn’t take place on the first Monday of May in 2020 due to Covid, the Vogue team challenged its Instagram audience to come up with a look worthy of a Met Gala. The audience responded, making a huge splash within the community. More than 5,000 people shared pictures of the looks they created. Since then, Vogue ran number of challenges – including a #MakeItVogue as its debut on TikTok that garnered over 3.4 billion views.

In this session, join Conde Nast’s Sarah Marshall and Atalie Gimmel, as they unpack the tips and insights stemming from this effort including how the team successfully tapped into nostalgia and conversations happening around the Met Gala, to generate engagement on Instagram, and to spotlight incredible creativity.

Attend this session and learn:

  • How to plan and execute effective, buzzworthy “challenges” on Instagram and TikTok
  • How to partner with talent to ensure authentic engagement
  • How to create the excitement of a contest and keep the conversation going around the submissions on your own social and other platforms


Atalie Gimmel, Manager, Social Media, Vogue, Condé Nast
Sarah Marshall, Global Senior Director of Audience Development, Social Media and Analytics, Vogue, Condé Nast

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