We decided to create the cutest website possible, on which people could interact with dozens of grumpy kids, trying to make them laugh by playing ‘Peekaboo’ in front of their screen. For each of the kids, people could see them wearing Bonpoint clothes, share the site on social media, look for the closest store or directly go the Bonpoint site.

An simple interactive site was created using face and voice detection, featuring 15 cute kids, grumpy and laughing all wearing Bonpoint outfits. To make the kids laugh, users just needed to sit in front of their webcam, hide their face behind their hands and suddenly open both hands to surprise the babies, the next kid appearing on the screen after the previous one had laugh. For each babies, users could click on the look to see more, go on the Bonpoint e-commerce site to purchase the items or share it on social media.

The interactive site attracted more than 500,000 sessions, with an average of 1,30 minutes spent on the site per visit. On social media, the posts about the campaign from Bonpoint official accounts gathered 8 million impressions and the topic ranked 1st hot topic in the Fashion & Luxury category on Weibo. The brand official Weibo account fan base increased by 56% and the official Wechat account increased by 333%. In addition, the campaign received positive online press coverage in China and internationally, giving more exposure to the campaign.