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.