Instagram users are used to spotting paid advertisements and product endorsements. Nearly every brand these days has an account and celebrities get paid massive amounts of money to plug products. But, when nearly 75,000 people followed Louise Delage they never expected that the account would have a hidden message.
The French social media profile features a beautiful woman who documents her social life in various glamorous locations. Like hundreds of Instagram accounts, Delage was flawlessly styled and constantly surrounded by friends at high end bars.
Except, Delage isn't like the other Instagram personalities. Delage doesn't even exist.
The profile is a part of a viral marketing campaign.
The final post from Delage is a video that flips through her posts in rapid succession, narrowing in on the alcoholic beverages featured in nearly every photograph.
"Like my addiction," the video is captioned.
Delage was created by Addicte Aide, an organization that provides support to people suffering from addiction.
The advertising agency told AdWeek that the idea was to focus "on the difficulty of detecting the addiction of someone close to you — a friend, a child or a parent."
"We thought an interesting way of showing it would be to create a person people would meet every day but whom we'd never suspect of being an addict, by setting up a fake Instagram account," creative director, Stephane Xiberra said.
They hope Delage will help others think about addiction in a new way so that young people facing addiction will get the help they need.