We wanted to create a Christmas campaign that was social-media first. A big part of the brand’s target audience is older teenager and young adults. So we designed a campaign that focused on a trend in order to encourage a fresh, innovative interaction with them!
The idea was to develop our own unique Instagram filters and through an Instagram competition, the audience was invited to become Mr. Brown by using the filters and take selfies. They could also create their own stories using the filters for a chance to participate in a draw which and win a number of relevant prizes. To promote the idea we created a Competition Announcement post and communicated it via Facebook and Instagram posts and Instagram stories. A TV ad and radio spot were also aired to reinforce the idea and to wish our audience ‘Happy Holidays’ by using a play on words that works in Greek «Καφές γιορτές!».
The mechanism: we asked our audience to join Mr. Brown’s Instagram page or follow the link found on Facebook / Instagram to download our filters. Users could choose between the four different face filters, all of Mr. Brown’s face and with various Christmas themed features. After taking a selfie, they had to post a story on Instagram with the tag @MrBrowncy and #MrBrownSouPaei and automatically enter the raffle!