Launch & Engagement Engine: Blueberry – "Express It!"

The Brief

• The primary strategic goal was the market introduction and promotion of a new limited edition flavor – Piccolo Blueberry.
• The brand required a mechanism that would not only inform about the new product but also encourage consumers to interact with it and express their opinions in a way that appeals to younger generations.
• The challenge was to create a mass UGC activation that naturally bridges the world of the physical product with the consumer's digital persona.

The Solution

We deployed the Viramity engine to manage the entire engagement funnel, prioritizing speed and mobile accessibility:

• Conversational Launch Hub (PiccoBot): Utilized a Messenger-based bot as the primary communication tool, allowing for instant entry submission without requiring users to leave their favorite app.
• Selfie UGC Engine: Implemented a creative module encouraging "stellar selfies" with the new product, building visual proof of the Blueberry edition's appeal.
• Automated Social Gallery: The system aggregated submitted photos into a public gallery in real-time, creating a sense of scale and motivating further participation.
• Product-Aligned Rewards: Selecting prizes that perfectly matched the new flavor's blueberry color—40 Instax Mini 11 cameras and 160 selfie sticks—further strengthening the campaign's visual consistency.

Result

• Dynamic Market Debut: The activation, running from November to January, ensured consistent brand awareness for the new flavor during the crucial New Year's Eve period.
• Massive Visual Reach: Acquired hundreds of selfies featuring the new product, serving as authentic marketing fuel across social media platforms.
• Efficient Lead Generation: Through the chatbot, the brand established direct relationships with thousands of users, building a foundation for future promotional efforts.

Summary

The introduction of Piccolo Blueberry flavor to the market is a prime example of how Viramity technology supports a Go-to-Market strategy. The cornerstone was the chatbot-driven selfie contest, which transformed standard advertising into active consumer promotion. By streamlining the journey from purchase to sharing a photo, the campaign successfully surrounded the new release with an aura of exclusivity and fun, directly translating into the limited edition's sales success.

Launching a new product and want consumers to start "talking" about it through visuals immediately? Now you know how to deliver. The Viramity engine, integrated with chatbots, is the fastest route to mass engagement and visibility for market newcomers. If your brand needs technological support for a new product line, let’s talk about your project.

Contact us: marcin.przybyla@johncube.pl