Kahlúa's Playful Exhibit Celebrates Instagram Photos With 0 Likes

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Kahlúa, the coffee-flavored liqueur brand, launched a new creative campaign that makes fun at everyone’s favorite social media metric: likes.

The brand also released a #BottomNine tool that finds your least-liked Instagram posts.

With Instagram stepping up its plant to remove likes from posts, many were left wondering what would happen after the world’s number one vanity metric will be no more. Kahlúa decided to embrace the situation and, together with Droga5, launched their Zero Likes Given campaign.

“Our brand has always been very unserious, kind of quirky and fun,” says Troy Gorczyca, Kahlúa brand director for parent company Pernod Ricard USA. “Life had gotten so serious with politics, social media and trying to get that perfect photograph. It gave us a good opportunity.”

The brand partnered with actress Jackie Cruz of Orange Is the New Black. Jackie’s role was to curate a selection of the best Instagram photos from around the world that received exactly 0 likes. The selected photos were then exhibited during a special event in New York.

Kahlúa also commissioned a survey of roughly 1,000 U.S. millennials by Wakefield Research to better understand the roles that social media and likes play in the everyday lives of consumers. The survey show that likes are the most important to more than 60% of those who use social media. Even more so, a third of participants would deleted a post in less than one minute if it did not receive any likes.

A third of U.S. millennials would delete a post in less than one minute if it did not receive any likes.

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