Social Engagement Engine: "Kids' Day Celebration"

The Brief

• The primary strategic goal was to dominate communications within the kids' beverage category in the period leading up to June 1st (Children's Day in Poland).
• The brand required a mechanism to activate entire families in a simple, emotional way, building positive associations with the product as an essential celebration element.
• The challenge was to cut through the intense advertising noise in the sweets and toys segments by offering highly desirable prizes for the target audience.

The Solution

We utilized the power of simplicity and native user behavior on the Facebook platform to maximize organic reach:

• Social-Native UGC Flow: Implementation of a mechanic based on direct interaction. Participants posted "positive energy" photos directly in the comments of the contest post, automatically boosting brand visibility in newsfeeds.
• Strategic Partnership with Energylandia: Utilizing 30 family trips to Poland's largest amusement park as the main activation magnet, which perfectly resonated with family needs around Kids' Day.
• Instant Gratification (Party-Boxes): Introducing 30 Piccolo Party-Boxes as secondary prizes to maintain high participant motivation throughout the campaign period (May 9–29).
• Visual Storytelling: Creating a cohesive, dynamic visual identity immediately associated with fun, energy, and bubbles.

Result

• Massive Emotional Engagement: Acquisition of hundreds of authentic family photos, serving as free and highly credible promotional assets for the brand.
• Social Media Dominance: Due to the comment-based mechanic, the campaign generated thousands of interactions, significantly increasing engagement rates on brand's official profile.
• Sales Success: A strong presence in consumer minds just before Children's Day established Piccolo as the "first choice" for planning kids' parties.

Summary

The contest designed specifically for Children's Day proves that in seasonal activations, simplicity is the highest form of technology. The Viramity engine enabled efficient moderation of entries within the social media environment, transforming the brand profile into a vibrant center of family joy. The key to success was the precise timing of the activation and its alignment with children's dreams of visiting Energylandia, making brand the ultimate sponsor of kids' smiles.

Planning a seasonal activation and want your brand to be at the center of joyful social media conversations? The Viramity engine can transform native user behaviors into a powerful reach-building and UGC-collection machine. If your brand needs technology that engages both hearts and clicks—let’s talk about your project.

Contact us: marcin.przybyla@johncube.pl