CompliMentos — a project tied to the launch of a new package Дарья Лукина
Task
At the end of last year, Mentos launched a limited line of mints with a new package design. The candy featured unique compliments, which is super convenient if you want to get to know someone or are too shy to pay someone a compliment. Goal Inform the audience about the new MENTOS COMPLIMENTOS package and help them be a bit kinder to each other.
Ideas and solutions
We have created a compliment generator on complimentos.ru – a website where you can push a button and receive hundreds of flattering words. You can share the expressions you liked on social media and tag your friends. We have launched a campaign with influencers so everyone knows about the new package and the compliment generator. There have been 16 integrations with bloggers in total – some showed how to use the website, while others found creative ways to call on users to engage with complimentos. We didn’t stop there and continued offline. Six billboards featuring cards with compliments and a space for the name of the recipient have appeared in the center of Moscow. Each passerby could take a picture of the ad and tag the recipient of the compliment in their publication. 8,100,000 number of contacts Social media In order to increase the happiness, we have launched a contest on Mentos accounts. Participants got the chance to get sweet prizes for publications. Number of participants: 231. No one was deprived of kind words – we have added the generator to an AR filter, which was glad to pay everyone complimentos. Results: 14,000,000 reached users by 1,000,000 users is how much the KPI was overachieved 133,823 uses of the AR filters
