Every year, friendship day is celebrated on the first Sunday of August and it is considered as one of the most popular events in the marketing calendar of brands. Kellogg’s took the benefit of the occasion by launching #FillsUnfriendshipDay campaign in which the brand asked users on social media to share their crunchy ‘unfriend’ stories with an exciting gratification element added in as well.
Idea behind the campaign
Friends are one of the most precious parts of our lives and the bond is strongest because of all the funny moments of friendship which might be irritating but are still adorable! Everyone has such ‘unfriend’ stories that add the crunch to their friendship – Kellogg’s Chocos Fills asked users to share their stories with ‘#FillsUnfriendshipDay’
Using Brand Mascots
The best part of Chocos Fills messaging is using the ChocoRobbers – quirky mascots which connect with the target audience perfectly and deliver the message of the brand in an entertaining way. The campaign had the right mix of a story-backed content marketing plan associated with memorable brand mascots. You can look at some of the creatives from this campaign below:
The ChocoRobbers know a trick or two when it comes to outsmarting their own friends for chocolaty treats. Share your crunchy ‘unfriend’ stories with #FillsUnfriendshipDay and stand a chance to win* iPhoneX!
*T&C Apply. https://t.co/y15imKRJwb pic.twitter.com/224VYeY2Cg
— ChocoRobbers (@ChocoRobbers) August 4, 2018
Celebrate #FriendshipDay, the Chocos Fills way.
Share your crunchy, ‘unfriend’ stories with #FillsUnfriendshipDay & stand a chance to win iPhone X and more.
T&C Apply. https://t.co/y15imL9knJ#ContestAlert pic.twitter.com/LVDxMrMz3x
— ChocoRobbers (@ChocoRobbers) August 5, 2018
This time the ChocoRobbers are going to use their art of deception on their own friends to get to the chocolaty treats first. Share your crunchy 'unfriend' stories with #FillsUnfriendshipDay and stand a chance to win iPhoneX!
T&C Apply. https://t.co/y15imKRJwb pic.twitter.com/LTW23fBel2
— ChocoRobbers (@ChocoRobbers) August 3, 2018
Choosing right influencers
Kellogg’s picked right set of influencers for increasing the reach of this campaign, several popular influencers on Facebook, musical.ly and Instagram helped Kellogg’s to spread awareness about the brand in the target audience.
Of course I am happy for her! But Bura toh lagta haina! I failed and she scored so well! Yeh nainsaafi hai! . This is how friendships are – Chocolaty & Crunchy! . Kellogg's Chocos Fills presents #FillsUnfriendshipDay . This Friendship Day, share your crunchy ‘unfriend’ stories and stand a chance to win an iPhone X!!! . Participate now! . @chocorobbers
Have any stories of sometimes chocolaty and sometimes crunchy friendship moments?! Now is the time to share them! Kellogg's Chocos Fills presents #FillsUnfriendshipDay This Friendship Day, share your crunchy ‘unfriend’ stories and stand a chance to win an iPhone X!!! Participate now! @chocorobbers #ad Tag your kamina dost !
Popular media houses like RVCJ Media also gave a boost to the campaign with some interactive memes.
Everyone responded with some really interesting and hilarious stories to show their love on Friendship day and the campaign generated more than 2300 entries in less than 3 days. Many used #FillsUnfriendshipDay to the best effect. This also led users to engage in conversations with their best buddies and feeling nostalgic. Soon the hashtag got popular on social media platforms with some worth reading stories.
Other brands need to learn from this campaign that users on social media are ready to participate in the campaign if it is something that relates to their real life.
It was a unique way to celebrate the spirit of friendship.