A pretty young girl of her time
October 6, 2016 4:39 PM   Subscribe

Who Is Louise Delage? (AdWeek)
posted by naju (18 comments total) 4 users marked this as a favorite
That's actually fascinating. I don't do instagram but if I did I bet I would never have noticed the drinks. Clever way to make their point.
posted by Wretch729 at 5:03 PM on October 6, 2016

Wonder if she's related to Suzanne Delage?
posted by straight at 5:13 PM on October 6, 2016 [1 favorite]

John Galt's niece?
posted by Abehammerb Lincoln at 5:23 PM on October 6, 2016 [2 favorites]

Stéphane Xiberras Paris tells AdFreak. "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."

Of course, being fictional, no one would suspect her of being a Martian or a koala, either, yet here we are.
posted by GenjiandProust at 5:25 PM on October 6, 2016 [2 favorites]

This is ... unconvincing. They made a fake person, with no meaningful personality, did a bunch of marketingish buy-likes-and-followers type nonsense, and then were disappointed that those followers, none of whom knew her, weren't deeply worried about how much she drinks?

If only more people on the internet would follow women they don't know on social media so they can tell them how to live their lives!
posted by aubilenon at 6:10 PM on October 6, 2016 [17 favorites]

Haven't there been tons of public health initiatives to minimize the depiction of tobacco use in media targeting young people given evidence that it increases the likelihood of smoking? Isn't this just another depiction of drinking as the thing that beautiful young rich people do?
posted by quiet coyote at 6:18 PM on October 6, 2016 [3 favorites]

I work for a company that makes tools for influencer marketing, and it's fascinating to see someone write candidly and publicly about the sausage factory of an influencer based campaign.

The idea isn't primarily to fool people into believing the account is real. At root, it's the classic advertiser's strategy to get eyes on product and message. Revealing the deception is part of the campaign here, which makes it meta in a somewhat interesting way.

The key isn't just buying followers - it's about getting the specific followers that tend to lead trends, the people that tend to have copycats. And if you are lucky, get that attention and the chance to lead trends yourself.

If they did the campaign right, the theory is that they will be targeting specifically the sort of people who need this message. Their faux personality being the role model that many young adults in risk of substance abuse problems are looking up to right now. Let me stress that when doing this kind of strategy well, the follower numbers don't come from buying massive numbers of bots, they come from identifying strategic people in the social network, developing relationships, and positioning themselves. Because follower count really doesn't translate directly to eyeballs.
posted by idiopath at 6:47 PM on October 6, 2016 [5 favorites]

And when I say it's refreshing to see someone write candidly, I mean that companies you spend a lot of money on already are using these strategies. They also have no good reason to let you know that.
posted by idiopath at 6:51 PM on October 6, 2016 [3 favorites]

If the photos had shown her throwing up, falling down or doing really stupid stuff, they might have made the point. But she looks fine, cute, and hardly like she's binge drinking.
posted by Ideefixe at 7:16 PM on October 6, 2016 [1 favorite]

Isn't that the point, though?
posted by naju at 7:22 PM on October 6, 2016 [4 favorites]

Of course, being fictional, no one would suspect her of being a Martian or a koala, either, yet here we are.

I don't know; that hair obscures her grey furry ears, and I bet her nose is round and black underneath the makeup.
posted by TedW at 7:24 PM on October 6, 2016 [1 favorite]

I have seen her showing up on FaceBook, but it comes across as just more clickbait to me. Not sure if that is the best way to get any message across.
posted by TedW at 7:26 PM on October 6, 2016

The photos don't need to show throwing up.

"Addict Aide... sought to raise awareness of alcoholism among young people.
... out of every five deaths of young people annually, one is from addiction. Addict Aide provides resources for people who are worried about their own alcohol consumption, or that of someone close to them."

— and they've managed to make a lot of people aware of what they do. (140 articles!)

(and of the difficulty of recognizing alcoholism in a friend or family member, which is important for lowering the threshold for someone to look for help for somebody close)
posted by spbmp at 8:19 PM on October 6, 2016 [3 favorites]

They posted three times a day, and every time with a drink in hand. And nobody noticed. That is remarkable.

On the other hand, doesn't this just make it seem like drinking is super chic? I fail to see what kind of critical message people are supposed to get from this account. If anything, it shows her lifestyle as aspirational!
posted by Omnomnom at 10:25 PM on October 6, 2016 [4 favorites]

If that's what the life of an alcoholic looks like, I'll take it. Mind you, I thought the same after reading a Bukowski novel when I was a teenager.
posted by Coda Tronca at 12:29 AM on October 7, 2016 [1 favorite]

They should photoshop out the cocktail glasses and put in a bottle of Night Train
posted by Ray Walston, Luck Dragon at 2:01 AM on October 7, 2016 [1 favorite]

I don't know what it says about me that I noticed the drink thing by the third photo...
posted by jenny76 at 5:15 AM on October 7, 2016

I kind of noticed it in the first picture, because that's a recipe for getting pool water in your drink. It was obviously posed to draw attention to the drink.
posted by happyroach at 9:42 AM on October 7, 2016

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