fbpixel Chopard IHD - MG Empower
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Chopard: International Happiness Day
#WhatMakesMeHappy #HappyWithChopard #WhatMakesMeHappy #HappyWithChopard #WhatMakesMeHappy #HappyWithChopard #WhatMakesMeHappy #HappyWithChopard
Markets
USA
Europe
Middle East
Asia
#WhatMakesMeHappy #HappyWithChopard

Celebrating International Happiness Day with Chopard.

Over the years, Chopard has made International Happiness Day a staple of their cultural calendar. This year, they were looking to go bigger than ever – so they asked MG Empower to execute a large-scale social activation that united people around the world. So we asked over 30 influencers, spread across four continents, to go out and find local examples of happiness. Their content spread like wildfire, turning curiosity into brand awareness, UGC uplift, and traffic to key touch points.

GLOBAL STRATEGY AND CREATIVE / INFLUENCER DISCOVERY AND PLANNING / END-TO-END CAMPAIGN MANAGEMENT / POST-CAMPAIGN INTELLIGENCE

34.9012 M
IMPRESSIONS
017897890 K
ENGAGEMENTS
34.6789 %
ER
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Challenge.

Drive brand awareness by encouraging audiences around the world to engage with International Happiness Day.

Chopard always celebrates International Happiness Day because it resonates so well with their Joie de Vivre philosophy, and beautifully embodies the notion of dissolving cultural borders to unite people in shared happiness. In order to tell the Chopard story, these themes needed to be woven throughout the campaign, while tapping into four key markets: USA, Europe, the Middle East and Asia.

Strategy.

Ask 31 influencers to find local examples of happiness, and build UGC mechanisms into their content to drive engagement.

Happiness means and comes from different things across the globe. So, we chose to celebrate its diversity by asking a team of fashion, prestige and lifestyle influencers to create content that showcased their unique interpretations of happiness. The hero message – “What makes you happy?” – was the campaign’s guiding light, serving both as inspiration for the influencers and a UGC mechanism for their audiences. Reels and Stories content was released before, on and after International Happiness Day in order to maximise anticipation and awareness.

Influencers interpreted the brief in wildly different ways, sparking a fire that touched 4.2 million hearts.

The influencers went above and beyond with the interpretations of the brief. Valentina made it all about her dog, Igee about his relationship with New York City, and Emanuelle talked about her boyfriend, featuring cosy shots of them in a chic hotel room enjoying the continental life – to name a few.

Overall, the content lit a fire that spread new perspectives on happiness around the world, with a creative concept and UGC mechanisms that ultimately drove conversation, engagement and brand affinity in the four target regions. Reinforcing Chopard’s cultural connection, purpose and core philosophy of Joie de Vivre.

 

 

 

 

Results.
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