The Campaign

Our creative idea was based on a simple yet universal insight - life has a way of taking all of us by surprise. We decided to capture these moments of surprise that can lay waste to the best laid plans. However, instead of asking people to prepare for a tragedy, we decided to use dark humor in popculture and real-life instances, to tell the story. This is how the #BecauseLifeHappens campaign was born, crafted around moments of surprise.

Creative Execution

We promoted on people’s timelines, 3 serene 360 degree Facebook photos of a forest, a beach, and a camping site. In the forest, we put a leopard behind the photographer. On the beach, a huge Tsunami wave, and at the camping site, a large asteroid. Each creative came with a message from the brand, ironic in hindsight. Timeline Forest 360 – 17th February, 2017 Beach 360 – 28th February, 2017 Camping 360 – 16th March, 2017 Placement – Facebook

With just 80,000 followers at the time, a little over a US$1000 on media, and no paid influencer partnerships, we got people engaging with our content, like no other brand in the category. On the 3 images, we received - 800 unique conversations - 13,000 shares - 72,000 reactions - 1,000,000+ post engagements - 5.2 million reach

In 2016, Facebook introduced a unique photosharing platform – now anyone with a smartphone could capture their life in 360 degrees. Our strategy was to use this innovative, native technology, to pack a #BecauseLifeHappens moment of surprise in our creatives, at 180 degrees right behind the viewer. This was a Facebook led campaign where a normal looking 360 degree image was shown. Only when the user turns or scrolls 180 degrees around, was there a surprise element that had a shocking factor. We made it look like the picture was the last one the photographer ever took.