THE CHALLENGE:
Launch happy™ coffee with a social-first campaign that relies heavily on ongoing organic social media posts and is supplemented by small tactical ad buys.
THE SOLUTION:
Collaborate with Joe Russo and Robert Downey Jr. to create a series of over a dozen video posts and social media stunts that bring the spirit of happy™ to life.
THE RESULTS:
It is still very early in the launch of the campaign, but we are already seeing some incredible results. Including:
- OVER 25 MILLION ORGANIC SOCIAL VIDEO VIEWS
- AMAZON HAD TO PAUSE PRE-ORDERS DUE TO HIGH DEMAND
“Word Association” :30 Commercial
#happymonday
No one wants to work on the Monday after the big game.
Robert Downey Jr. and happy™ coffee are here to help. To promote the launch of happy™, we worked with Robert to engage his huge social media following with a one-of-a-kind stunt.
One week before the game, Robert asked his followers to share their best excuses for why they can’t come to work on Monday the 12th—using the hashtag #happymonday.
From the thousands of submissions, we selected the best three excuses and Robert got on Zoom calls with the employees and their bosses to make the case.
#happymonday “Call Your Boss” Social Media Video
#happymonday “Sarah’s Excuse” Social Video
#happymonday “Denise’s Excuse” Social Media Video
#happymonday “Losa’s Excuse” Social Media Video
