Elle invited 600 magazine fans to the shoot, each receiving a full make over. An Instagram image of each styled reader, through our moderation system, became part of the Ad campaign. ‘HERO’ then automatically took a picture of the screen and posted it back to Instagram. It was published via our moderation tool which closes the social media loop, simply known as ‘closing the loop’. To each reader’s delight they were tagged by Elle, so they could then share their moment of fame.