96 THE POWER OF VISUAL STORYTELLING mats can be used anywhere. This video works as a slick but fun piece of marketing. Charity:Water’s take on the format captures in 15 seconds the differ- ence the charity is able to make in people’s lives. The video shows a woman called Sarpan Gamanga, who “often used to spend four hours every day walking to get water from a nearby stream.” The 15-second clip is used to show the length of time it now takes to fill a container and walk to her house since the charity was able to supply water facilities by her home. By shooting the video in real time, the charity cleverly made the point of how quickly (within 15 seconds) the villagers can now access their clean water supply. Instagram’s unique features give brands the power to think creatively when it comes to marketing. Some of the most innovative campaigns of the last couple of years have included the use of Instagram—and they have redefined how we think of marketing. On October 14, 2012, skydiver Felix Baumgartner successfully jumped 127,900 feet from space, and he became the first person to break the sound barrier without vehicular power on his descent. The stunt was sponsored by Red Bull, and the YouTube video has now been seen over 34 million times, surely the most extreme stunt ever performed—and the coolest product tie-in. Red Bull created a 360-degree social media campaign around the event, and its use of Instagram captured people’s imaginations with Red Bull’s step-by-step capture of the preparation leading up to the feat. Red Bull posted 3,800 pictures in the run-up to the jump, giving fans an insider’s-eye view as it happened. Red Bull’s creative use of Instagram 104 has earned it over 800,000 followers (http://instagram.com/redbull). The seamless link from Instagram to Facebook has been the inspi- ration behind some smart and imaginative recent campaigns that have benefited not only from the sheer size of Facebook but also the artistic, youthful edge of Instagram. Ford’s new Fiesta model is sleek and modern, and it appeals to a younger audience—just like Instagram. Ford harnessed the power of the Instagram-Facebook relationship to create a Europe-wide campaign