Case Study: Paper Boat 10th Anniversary, 2.8M Views
For Paper Boat's 10th anniversary we worked with macro and mega creators on a nostalgia campaign. Seven videos delivered 2.8M views in 15 days, per the campaign deck.
The brief
#TenYearsOfPaperBoat marked the brand's 10th anniversary through nostalgic stories from creators. The objectives were to build an emotional connection and to encourage audiences to share their own stories in the comments.
What we did
We partnered with macro and mega infotainment creators. They recalled childhood birthday parties and 90s nostalgia.
Audiences were invited to share their own childhood birthday memories in the comments, which turned viewers into part of the campaign.
The results
7 videos delivered over 15 days and 2.8M views, per the campaign deck. The creators listed in the deck have audiences from about 300K to 1.1M.
What we take from it
Brand anniversaries work best when the audience's memories are the story, not the brand's history. A simple prompt in the comments invites replies and keeps the content alive after the first days.
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