Channel 4 teams up with Instagram for global media first

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Channel 4 and Instagram today announce the world’s first real-time social reality series told through social media. You Do You will air exclusively on Instagram from Sunday 14th November 2021.

The ground-breaking four-part social series is set in the bustling UK city of Manchester and follows the lives of a group of young creatives, whose relatable stories are shared with their Instagram community.

You Do You represents the first ever social reality series from 4Studio’s branded entertainment team.

Across four episodes, this innovative new digital series, produced by Interstellar in partnership with Instagram, introduces us to the lives of SINDYSPLACE – a collective of young creatives who are artists, lovers, collaborators and best friends. They’re creating and developing their own distinctive brand of content whilst using Instagram to document their lives, communicate with each other, the rest of the world – and explore who they are.

Throughout the series, we’ll delve deep into their world as they make their name on the vibrant Manchester scene, creating music, designing clothing and artwork, and hosting inclusive events that bring together their shared aesthetic and throw a light on British youth culture all via Instagram. We’ll meet Sindysman, a 23 year-old music student and rapper, China-Lilly, a 23 year-old singer/songwriter and student and Maisie, a 22 year-old fashion designer, as they explore their vital role within the collective and what makes them individually unique.

At the heart of the SINDYSPLACE world is Instagram and the integral role it plays in their lives. It’s an arena to exchange every day unfiltered experiences that shape who they are, , express the many aspects of their personality and build long-lasting relationships.

The activity forms part of Instagram’s new global platform and brand campaign ‘Yours To Make’, a dynamic 360 multi-platform marketing campaign, supported by nationwide D/OOH, contextually targeted digital and video ads, a branded partnership with cultural bible, Dazed, and experiential activity with UK Gen Z and their communities.

You Do You will be told across Channel 4’s Instagram Reels, Stories and In-Feed posts, along with full IG Video episodes. The 4 x 10min series is commissioned by Channel 4 Digital Commissioning Executive, Joe Churchill, working closely with 4Studio’s Group Content Manager Jodie Miles, who brokered the partnership with Instagram’s media agency Mindshare.

David Amodio, Deputy Head of Digital Innovation & 4Studio said: “We’re really excited to reveal You Do You, an exciting first of its kind partnership with Instagram made exclusively for Channel 4’s Instagram channel. 4Studio continues to lead the reinvention of branded  social entertainment - from drama and documentaries to comedy and entertainment and now reality, pushing boundaries with bold brand partners whilst accelerating Channel 4’s digital growth.”

Jason Miller, EMEA Consumer Marketing Manager, Instagram: “We are delighted to partner with Channel 4 as part of the Yours To Make brand campaign and to bring You Do You to an exclusively Instagram audience. The show is a celebration of British youth culture and the young people that continue to explore and experiment with who they are through Instagram. We can’t wait for audiences to be introduced to the characters and watch their individual journeys as they navigate life and pursue their passions.”

Ross Minton, Head of Invention, Mindshare: “We wanted to create something that resonates with a youth audience and embeds Instagram into the heart of youth culture. Channel 4’s ability to deliver ground breaking, provocative content at scale is well known, and this work continues to push these boundaries.  

This is a short-form social reality series made for social, it is unique and therefore hugely disruptive.  Crucially it engages this audience in a genuine and authentic way, with Instagram as the central vehicle for the story.”

Joe Churchill, Channel 4 Digital Commissioner said: “We are always looking for new ways to tell stories that truly reflects the way that young people live their lives, and You Do You is the perfect example of this. This is a show that is not just about great Gen Z characters, it’s shot through with their DIY, mixed media approach to creativity. Instagram is almost another character in the series and it is particularly exciting to see a story play out across their real and digital worlds. It’s new and it’s fresh and we can’t wait for our social audiences to discover it.”

4Studio is the number one Branded Content partner in the UK. In its first year the specialist commercial team has delivered numerous successful social-first campaigns in partnership with brands including Fracture with Balmain, Untold: The Police with The Home Office, Mission: Accessible with Visit Britain, Unseen Kingdoms with The Body Shop and more.

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Notes to editors

Video and stills available on request