THE CHALLENGE:
Our challenge was to create an organic social media campaign to launch happy™ coffee without the benefit of paid media or a traditional advertising campaign.

THE SOLUTION:
No one wants to go to work on the Monday after the Super Bowl, so we worked with happy™ co-founder Robert Downey Jr. to engage his huge social media following with a one-of-a-kind social media stunt.
One week before the game, Robert asked his followers to share their best excuses for why they can’t come to work on Monday the 12th—using the hashtag #happymonday.
From the thousands of submissions, we selected the best three excuses and Robert got on Zoom calls with the employees and their bosses to make the case.

THE RESULTS:
The campaign generated over 35 million organic video views, 1.1 million organic engagements, and 1.8 thousand contest entries. Most importantly, the campaign kickstarted the launch of happy™ coffee to the point that Amazon had to pause pre-orders.

#happymonday "Case Study" video

#happymonday “Sarah’s Excuse” Social Video

#happymonday “Denise’s Excuse” Social Media Video

#happymonday “Losa’s Excuse” Social Media Video