Wall’s catered to a broad audience from teens (Cornetto) to adults (Magnum). So we created two audience clusters with different ads for Social and Mobile to activate their participation.

A special smile detector technology will then count their smiles on Facebook, and create a customized video highlighting those joyful moments. This combined with Facebook’s tagging feature, helped the brand extend its reach by notifying those in photos and invited them to participate.

We also made a remarketing cluster to reach those who started using #tastejoy to remind them to continue doing it for the next 30 days.

What was supposed to be an eight-week campaign became 12 weeks with more and more people participating. By the end of the campaign, we reached 25 million Indonesians.

We filled social media with joy with each person contributing 35 smiles for the duration of the campaign overshadowing all the negativity during Indonesia’s most challenging time.

More importantly, sales increased by 60% and the brand got 50% more awareness than the previous month before the campaign started.

Proving that there really is a lot to be happy about!