In short, we made a Smarties mosaic (a Smosaic?) using the 9 most popular names on Instagram within our target audience. First, we used national statistic agency StatsCan and social media trends to find the most common names. Then, we used Instagram’s native search function to find hundreds of users with those names. Meanwhile, 3 designers created unique typographic greetings of each name. We glued hundreds of SMARTIES onto the designs on giant boards, making an IRL 3D mosaic that was ready for its close-up. When the mosaic went live, we tagged over a thousand people. Just to say hi!

Numbers-wise, the Smarties Shout Out received hundreds of likes + follows in the first 48 hours, well above our goals and industry standards for this platform with zero paid media support. But beyond the numbers, fan sentiment was the campaign’s biggest win. Fans expressed genuine love for the brand and this specific representation of it. One fan happened to be International pop-star Michael Bublé, who has won Grammys plus World Music Awards, and who also appreciates having his name written in Smarties. In addition, the campaign also earned media coverage from Strategy Magazine, Marketing Magazine, and publishing behemoth Canadian Grocer.