Generation Happy - Viral Campaign

Story

While organic baby food company Happy Family had already received consistent press coverage for its products, the company came to Havas Formula seeking a creative platform that would allow the brand to engage with moms and families on a deeper level.

 

Havas Formula developed an online movement—coined “Generation Happy”—to create opportunities for the brand to communicate its point of view on organic nutrition while connecting with core consumers.

Tactics

  • Encourage moms to take the “Generation Happy” pledge online, demonstrating their commitment to an organic lifestyle and to their child
  • Offer moms exclusive content and incentive offers
  • Launch the campaign using an online video contest that would strengthen the brand’s online community and create word-of-mouth buzz
  • Implement aggressive media relations program to drive pledges and entries
  • Promote the contest on websites, social media outlets, consumer newsletters, etc.

Results

  • In six weeks, Happy Family received 25,619 online pledges, 114 percent growth in Facebook likes and double-digit growth in Twitter followers
  • Havas Formula secured press coverage spanning 256 outlets, garnering more than 148 million impressions
  • The “Generation Happy” campaign continues on Facebook, providing an ongoing content vehicle for the brand to communicate its mission and philosophy to consumers

Havas Formula

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