Message of the Day: A Filter That Sparked 11 Million+ Impressions
Viral Instagram Filter Growth Hack
Industry
Media / Entertainment
Clients
Teen Star
My Role
Content Creator
Filter Creator
Social Media Strategist
Deliverables
Spark AR Concept & Build
Organic Growth Activation
Social Engagement Strategy
How do you grow a media brand’s Instagram presence without a single cent of ad spend?
In early 2020, before filters fully saturated the platform, I spotted an opportunity to organically hack discovery and turn passive users into followers, one tap at a time.
Strategy
We launched a simple but sticky Instagram filter called Message of the Day. A one-tap randomized message generator—part daily affirmation, part dopamine hit.
Built in Spark AR, the filter offered:
- Fast shareability
- Built-in user personalization
- Low barrier to entry
- Perfect-for-story dimensions
This wasn’t just a gimmick. It was a strategic brand vehicle: every use was branded with Teen Star, every share expanded our organic footprint.
Execution
- Launched in January 2020
- Promoted only through organic IG stories and word of mouth
- Filter designed with minimal design and maximum repeat value
Within the first 7 days:
- Opened 1.5 million times
- Used by 800,000+ users
No gimmicks. No paid boosts. Just pure social velocity.
Results
The numbers froze us (and then kept climbing):
- 11.8M+ total impressions and counting
- +15% follower growth in one month
- 777,000+ shares across Stories and Reels
- Steady monthly organic reach of 45k without any additional promotion
All from one filter!