CaseZott

Pure joy x Marvin Wildhage

Zott Pure Joy stands for plant-based enjoyment that is fun – and this is precisely what our influencer campaign for the relaunch of Zott's vegan yoghurt alternatives reflects. We focused on one thing in particular: the brand should not just be seen – it should be experienced. To draw attention to the new packaging design and convey the brand values in a playful way, we combined social media content with a real-life highlight: a scavenger hunt in the supermarket.

Cash Catch promotion – online meets realityScavenger hunt in a Berlin supermarket

Instead of classic product placement, we opted for interactive and experience-oriented formats.

Influencer Marvin Wildhage hid money in a Berlin supermarket as part of a secret ‘cash catch’ campaign and announced the campaign just 24 hours in advance via Instagram. His community received step-by-step clues, the excitement grew, and the reach exploded.

The result: a viral campaign that got people moving in real life – and put the Pure Joy brand at the centre of the conversation. 

The campaign was accompanied by creative formats such as POV videos, entertaining challenges and emotional ‘Pure Joy Moments’. Influencers showed how plant-based enjoyment can be fun – and thus specifically reached a young, curious target group with a high level of interaction.

The content created a strong connection between digital communication and real brand experience – and made Pure Joy a sought-after brand for anyone who wants plant-based variety and a positive attitude towards life.

Total impressions57+ Mio

Likes49 k

Reel View Rate>75 %

Social Ads Reach22+ Mio

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