Title	THE MORA LIKE FARM
Brand	MORA
Product/Service	THE COMPLIMENT
Category	C01. Online Ad
Entrant	DARWIN BBDO Diegem, BELGIUM
Idea Creation	DARWIN BBDO Diegem, BELGIUM

Name	Company	Position
Mateusz Mroszczak	darwin BBDO	Executive Creative Director
Jannis Min Jou	darwin BBDO	Art Director
Jef Raeman	darwin BBDO	Strategy Director
Frédéric De Vries	darwin BBDO	Head of digital
Jeremy Vanmaele	darwin BBDO	Art director
Robby Sallaets	darwin BBDO	Copywriter

The Campaign

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.

Creative Execution

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.

We created an extremely high number of interactions, resulting in an engagement rate that was unusually high for every post we liked. Because of the way Facebook’s newsfeed algorithm works, this pushed our ‘liked’ posts in the newsfeed of virtually everybody who was connected to the person or brand we gave likes to. People who actually looked at the posts, saw our branding immediately in the comments. At the end of the day, we had spread 100.000 likes in Belgium. This way, we created an estimated reach of 1.470410 impressions that day, a result you simply can not buy with Facebook advertising in Belgium in one day. Since it looked like organic reach to Facebook, this guaranteed an unprecedented reach amongst Belgians on that day at 3.8% of the ad budget it would traditionally take with Facebook Advertising. Next to that, we measured a 11% traffic increase to snack bar

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.