This year, Sainsbury’s has been celebrating #everybitofchristmas in their 2017 Christmas campaign. From pigs in blankets and novelty socks, to ripped paper hats and the post-dinner snooze, ‘Every Bit of Christmas’ celebrates the many ways that Brits live well over the festive season. It’s all captured in an upbeat, earworm of a song written by lyricist Ben “Doc Brown” Smith and composed by Mikis Michaelides View here
Our challenge was to spread the song even further, and get people singing along.
We all know the true star of Christmas. Move over carrots. Do one roast potatoes. Brussels sprouts are having their moment in the Snapchat spotlight.
Christmas means lots of different things to lots of different people. We saw an opportunity to really bridge these divisions and bring people together - by turning everyone’s head into a sprout.
AnalogFolk and Snapchat have created the unique lens, allowing the 10m+ Snapchatters in the UK to transform their heads into a big green Brussels for 24 hours only. Forget X Factor, this was THE place to share your singing skills and become a Sing Sprout star.
Then with a tap, the lens enables you to sing along to the catchy ‘Every bit of Christmas’ song from the TV ad.
#SingSprout was promoted on the brand’s Twitter and Instagram channels with a special sprout-ified version of the main TVC. And Brussels sprout-headed consumers can share their Snapchat moment with all their friends and family.
Sing Sprout lives on - follow this link on mobile to try the lens in Snapchat:
#SingSprout, the world’s first Snapchat Brussels sprout lens saw:
- 14M impressions
- 5.4M unique reach
- 14.59 second play time
- 12.15% share rate - this is double the average for a brand lens.