Unwrap a smile

Using the KINDER® brand’s 40th global anniversary as the hook, Hill+Knowlton Canada conceived a 360-degree campaign based on its insight that capturing moments on camera is an important constant for parents. The “Unwrap a Smile” integrated campaign, which we created and led, included social and native advertising, digital content creation and app development, experiential marketing (with Black Chalk Marketing), OOH (purchased by Touché), creative design, media relations and influencer engagement.

The goal? Elevate existing family experiences and create smiles. In the back-to-school shopping crunch, we launched the program online and offline; first with an interactive KINDER® Smile Booth at the Toronto Eaton Centre to help break up shopping boredom. This activation delighted families with a true KINDER® “surprise”—its famous egg dropped into the photo booth for each child, capturing that magical moment on camera. We also designed a Facebook-based Smile Booth app where families across the country could create fun digital photo strips. Between both booths, we used the #kindersmiles hashtag to aggregate uploaded images onto digital billboards in seven major locations. Two weeks later, an historic event at the Canadian National Exhibition rounded out the kick-off. Despite a thunderstorm, 817 fans gathered to unwrap KINDER® SURPRISE® eggs to break an existing GUINNESS WORLD RECORDS® official record—complete with an adjudicator from NYC!—for the most people unwrapping candy simultaneously. This four-week campaign generated more than 53 million impressions through earned traditional and social media channels alone.

We also created a KINDER ® Canada Instagram channel, amped up the brand’s Facebook fan page and revamped the social influencer program to focus on quality blogs and content instead of quantity. The 12-month commitment with 42 influencers across Canada includes monthly content, social media amplification and engagement, reader giveaways, sampling, previews and events.  The KINDER® campaign has been a sweet success, and is poised for a fantastic year ahead filled with #kindersmiles.

 

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Jen Koster, Vice-President
[Consumer marketing]