We created a hoax around a new, invented product: Moon Cream, the lunar equivalent to sun cream. Our idea was to entertain runners by claiming that the moon could burn just as the sun does. We made real samples of our mooncream, as well as an infomercial-style internet film to launch our invented product.

We sent to influencers a PR kit containing samples of our Moon Cream, along with free samples of the Kalenji night running gear. Also included in the PR kit was a link to our internet film, which the influencers could embed on their own sites before it went live on the client’s Facebook page.

1 million views on the web video

Facebook: 134 publications

Twitter: 382,100 users touched

Instagram: 45,000 users touched (from base of 25 influencers)

3 million people potential audience

Awareness of Kalenji’s night running gear up by 36%

Sales increase of 16% immediately following the promotion.