The Problem: Introduce a new Greek yogurt into an already crowded market.
The Solution: We had a blank slate with this project. We designed the packaging, we named the product and with a tiny budget we created a social campaign that celebrated all kinds of love, paying for a wedding for 5 couples with unique stories.
Social Element: The Mixim brand is all about love. Love of great yogurt, love for your body, and finding the love of your life. Which is why we asked our fans to share a photo of themselves and their loved one holding up their hearts for love, along with the hashtag #miximlove.
Everyone who made the heart on Instagram was instantly sent a digital coupon for a free tub of Mixims, and then went in the running for a chance to win the wedding of their dreams.
The Weddings: From the submissions we picked five of the most interesting couples who were planning to get married and paid for their weddings. We also made 5 short documentaries about the couples, learning about how they meet and following their progress from the planning stage to the big day (this is still ongoing).