How to launch our snack; “the compliment” online, and spread a positive message?

We bought massive amounts of online compliments (likes) on facebook via clickfarms but instead of keeping them to ourselves like other brands do, we gave them away. We complimented our communities profile pictures, cats, baby’s, grand parents, friends and a lot of nonsense.

We thus made Mora a trending brand and appeared massively on people’s timeline, making Facebook a slightly happier place for a day.

The only budget we spent was the likes we bought from the click farm. The total budget was 1929 € (the cost of the online likes we bought) + the hours of the people that worked on it that day in the agency.

On march 1st: “world compliment’s day”, we installed a social war room. Together with the client, we constantly monitored our community, influencers, popular media sites (the biggest national newspapers, popular broadcasting channels etc.) and brands for pictures, posts or news items that deserved a compliment.

Via skype, we were constantly connected to our clickfarm. As soon as we identified a like-worthy post, we placed the orders for the likes.

We used a simple engagement rate formula that calculated how much likes we needed to reach the maximum number of impressions possible and bought exactly that amount. Once the likes were activated, we commented with a Mora visual to explain that we had liked them because of compliment’s day.

A massive Facebook reach at only 3,8% of the regular media cost. A 12% increase in overall brand love and 11% more traffic to snack bars.

We did jiu-jitsu on the Facebook algorithm. By cleverly using its own force to our advantage, we created an unprecedented reach with a fraction of the effort it would normally take. Every post we liked, also got a personal comment, pretty direct if you ask us.

We had 4 different target groups.

Our community. We gave massive likes to all kinds of pictures and engaged in funny conversations with them.

Famous influencers. We liked their posts to reach all their followers.

Media. We liked relevant articles on compliment day to reach their community.

Brands. We liked their content about compliment day, even our biggest competitor.

To make people aware we were responsible we first placed a comment under the post explaining why they deserved a compliment and how many likes they would receive from us. Turning our community into our ambassadors.

Belgium has gone through some rough times lately, resulting in hefty conversations and an overall negative sentiment.

So when Mora, the market leader in deep fried snacks, asked us to launch a new snack, we came up with ‘THE COMPLIMENT’, a thumb made out of chicken. Its purpose: letting people compliment each other more often, bringing a little joy and positivism back to our lives.

The goal was not only to connect with a younger audience but also improve the overall brand image of mora as a fun, contemporary and social brand.