Peak Freans It All Starts With A Smile!

Brief:

EBM was set to introduce Smile, their latest donut-shaped confectionary sensation. The twist? It was a digital-only launch on social and digital platforms. So, how can we make Smile go viral in the digital realm, ensuring it launches not just with a whisper but with a roar?

Solution:

On International Happiness Day, we launched an AR filter—a smile-shaped donut—that went viral, perfectly capturing the essence of our brand, Smile. The campaign's success, amplified by influencer partnerships earned Smile a Golden Effie for Best Digital Transformation.

Results? Over 5,000 fans shared their smiles using the filter and also achieved the highest engagement rate by brand for that year (9.6%).