Behind every honest smile lies a great story just waiting to be told. This is the central message that MediaCom tells together with mStudio for the Wrigley’s Extra brand. The heart of the branding campaign called #ShineExtraBright is formed by six moving image spots on Instagram, Facebook, Snapchat, TikTok and YouTube, in which a wide variety of characters tell their very personal stories behind a real smile until June 30, 2022.
Cross-media links on high-reach websites from the premium sector are intended to attract additional attention. These include Elle, Harper’s Bazaar, Slowly Veggie and MyLife and native integrations into the pages, social media channels and newsletters of the media partner InStyle including the brands Jolie, Grazia, Für Sie and Freund. In addition, influencers are brought in to promote selected campaign content in their feeds and stories.
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All actions link to the campaign’s content hub InStyle.de, which provides plenty of additional tips and content on the subject in branded tutorials and editorial service texts, and directs the generated traffic directly to Wrigley’s Extra’s own social channels. “The branding campaign developed by mStudio is about real stories that are individual, personal and relevant,” says Frank Olma, Creative Director at MediaCom Germany, mStudio.
