The Campaign

“Negative energy” has recently exploded across Taiwanese social media. However, DynaFont believes, when people express themselves with text brimming with vitality, the world can be more wonderful. Psychologists believe forming a new habit takes 21 days. So for 21 consecutive days, DynaFont wrote 21 warm greetings on 21 greeting cards, each designed with a distinctive font. Releasing them on Facebook, we encouraged people to fill cyberspace with positive energy. Starting from 2017/1/1,”21 Day Warm Greetings Campaign” served as a New Year’s resolution for people to welcome the new year with a warm and positive start. The content gained wide attention, and people were eager to share it. We also printed a limited edition of physical greeting cards as giveaways, spreading the goodwill from online into people’s real lives.

Creative Execution

Starting on the first day of the New Year holiday, we offered warm greetings using a different font every day on Facebook. DynaFont made good use of the wide diversity of its typefaces, expressing thanks to all the different people with whom we all interact in life. From 2017/1/1 to 2017/1/21, with a total of 21 Facebook posts, the program stirred a wave of activity, with internet users naturally sharing the greetings over and over. To bring the warm greetings into the real world, we decided to print a whole series of these refined greeting cards as gifts for the fans who took part in the campaign, enhancing the interaction between the brand and the fans.

The entire campaign increased DynaFont’s Facebook engagement rate by 400% and the organic traffic by 360%. The content naturally touched people’s hearts and spread organically, fan numbers grew organically by 14.52% during the campaign, well in excess of the average. We followed this up with a prize drawing for physical greeting cards, receiving enthusiastic feedback from many fans. To extend the spirit of the campaign from digital to the real world, we printed a whole series of these refined greeting cards, gifting them to the fans who took part in the campaign. In 21 days, DynaFont made good use of the wide diversity of its typefaces, expressing thanks to all the different people with whom we all interact in life. We breathed greater warmth into interpersonal connections, not only injecting dynamism and soul into every warm greeting, but also helping everyone to find a heartfelt expression for their deepest feelings.

To make people realize the importance of fonts for conveying messages, we wanted to demonstrate the way of using the right font to say the right thing. We decided to launch ”21 Day Warm Greetings Campaign” on Taiwan’s most popular social media platform with over 18 million active users, Facebook. We released 21 greetings that each designed with a distinctive font to express 21 different topics, including greetings for classmates, colleagues, spouses, and etc. We attempted to make people in every stage of life can all resonate with our content. The digital campaign took the public by storm with internet users naturally sharing the greetings over and over, which took advantages of the power of viral social media.