#wemakehappy campaign for Kipling
As part of its rebranding, Kipling has started a new initiative called #wemakehappy. To support this initiative, a fully integrated campaign has been developed and rolled out in London. The London campaign is the first to a range of similar campaigns in all Kipling's markets in Europe, Asia and Latin America.
The brief: The objectives of the campaign were primarily CRM and secondary brand awareness. To succeed in these targets, we should use influencers and let them create their own content that would be shared through social media.
The concept/project: We have collaborated with known influencers based in London and helped them produce their own content (videos, photo reportages, poems, art). Their brief was to create content that sends a personal message to someone special to them. The content has been shared through social media platforms and reached thousands Londoners, encouraging them to do the same by sending a message to someone special through the #wemakehappy digital campaign. All messages written became a part of an artful colourful balloon installation on London's South Bank.
The #wemakehappy campaign consists of an interactive digital experience, online films, an integrated social media strategy, social content assets, influencers management and seeding, and big event on South Bank in a form of an artistic installation.
As Senior Integrated Producer, I was responsible for:
- website production, including a unique url video invite for the receivers of the messages,
- production of a CMS system for uploading content that could be localised to different markets
- production of a campaign toolkit (including digital, film and social media assets) to be localised to different markets
- online films production
- social media assets production
- event production
- display ads production
- stakeholder management of the media , PR and event production companies
- client management
Additionally based on my digital strategy skill set, I have been responsible for the strategic planning and integration of all different parts of the project ( digital, social media, CRM and installation production) into the media mix to facilitate the purpose of the campaign and promote the new brand identity.
Online Films
The below films are used to kick-off the #wemakehappy campaign on the website. Based on the different phases of the campaign, they have been swapped in order to motivate the visitors either to send their messages through the website or to visit the event.
Social media assets & promoted ads
Digital Campaign Activation - Website Phases
1st phase = Campaign Introduction:
online film for introduction to the campaign + influencers content + interactive form for sending your message
2nd phase = Event Introduction:
online film for enthusiasm Londoners to visit the event + statistics of participants and content of messages sent influencers content + interactive form for sending your message
3rd phase = After Event content:
after movie film + stories of participants (senders & receivers) + interactive form for sending your message
