Brand
Britannia
Britannia and Snapdeal joined hands to spread happiness among people by leveraging social media with #SmileMoreForAGoodDay and to launch their new line of cookies.
Objective
On the occasion of World Smile Day, celebrated on October 7th, Britannia and Snapdeal came together with #SmileMoreForAGoodDay, spreading smiles in the form of their new product Good Day chocolate chip cookies.
Execution
Spreading happiness and smiles in the form of a box of cookies, Snapdeal and Britannia collaborated to urge people to smile more.
Kicking off the campaign with a TVC, featuring Bollywood actress Deepika Padukone, capturing the everyday smiles that help cut across barriers, bring people closer and spread happiness.
Launching their new line of Good Day chocolate chip cookies, Britannia distributed ‘Box of Smiles’ through Snapdeal, by encouraging users to share a smiling picture of them on social media.
Promoting ‘Smiles’ as a form of currency, Britannia and Snapdeal encouraged people to ‘pay by smiles.’
#SmileMoreForAGoodDay was popularized by Britannia and Snapdeal on social media, and users who responded to the campaign were delivered a ‘Box of Smiles’ worth INR 200.
Results
#SmileMoreForAGoodDay was promoted by Britannia Good Day and Snapdeal together on social media, and the TVC created with Deepika Padukone was positively received. It garnered more than 23k views, 655 likes and 221 shares on Facebook.
As it was a participative and interactive campaign, social media reach was high for #SmileMoreForAGoodDay; it reached more than 3.5 million people.
More than 2500 Box of Smiles were delivered by Snapdeal as part of the #SmileMoreForAGoodDay campaign spreading smiles and happiness through social media.
The campaign managed to stir social media while creating engagement around Good Day's new product line.
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