OVERVIEW
Knowing millennials are all over Instagram, and having just launched a new #HowDoYouSmarties? platform, the idea was to expand Smarties’ online presence with a social campaign.
The campaign was launched on Instagram when media was still in Beta (not allowing for any media boost behind posts.) So, we introduced Smarties on Instagram by simply saying “hi” with a colourful (and handmade) typography mosaic, comprising of individual Smarties.
After researching the nine most popular names on Instagram, a team of designers created unique typography for each name and greeting. Each one was then brought to life on 3’×3′ boards with hundreds of Smarties. The pieces were then photographed and posted on Instagram where we tagged 1,000 names per post (yup, 9,000 Canadians in total) with the matching name, just to say hi! Names were chosen based on influence, affinity with the Smarties brand, and number of followers.
In the first weeks of launching, the campaign earned media coverage, likes, followers, and even an unsolicited response from Michael Bublé. And since then, the Smarties Instagram page has risen to the #1 confectionary page in Canada.
Atomic Award (Gold)
ADCC Awards (Merit, Merit)
Applied Arts Interactive (2 Winner)
Applied Arts Design (Winner)
Summit Awards (Gold, 2 Silver)
MIA (Silver)
W3 (Gold, Gold, Silver)
CAMPAIGN ELEMENTS
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Steve Miller // executive creative director 