Description
We built our LinkedIn handle the way you'd build a group chat. Everyone on LinkedIn is 'humbled, thrilled, and honoured.' Nobody admits they're bored, burnt out, and secretly seething at the Forbes 30 Under 30 guy they went to school with. This authenticity gap was exactly where Instamart lived. Our content brief was essentially: say the thing everyone just backspaced. The appraisal cycle spiral. The "let's take this offline" rage. Every post was the group chat screenshot LinkedIn never deserved and couldn't look away from. On a channel full of professional voices, our unhinged inner monologue was let loose. And on a platform where 60% of users are millennials, older, busier, significantly richer, it landed like a grenade.
