Context
Lab Series, a men’s skincare brand, wanted to bring fresh energy to its Valentine’s Day campaign with an interactive and engaging approach on social media.
To achieve this, the brand enlisted Mars Branding to create an innovative Instagram filter that would reflect the essence of its “The Heat of Love” campaign.
The goal was to allow users to share their emotional state in a fun and visually appealing way, while boosting visibility for the Valentine’s Day collection.
Solution
Mars Branding designed an immersive Instagram filter exploring the chemical reactions in the body triggered by emotions linked to love.
The filter allowed users to discover and share four different emotional states:
Curious/Confident, Surprised, Happy, and In Love.
Each emotion was represented by a distinct colour:
blue for curiosity/confidence, copper-pink for surprise, peach-pink for happiness, and neon orange-yellow for love.
Dynamic visual elements from the campaign such as shivers, attraction, energy bursts, and heartbeat pulses appeared and moved across the screen, ultimately revealing one of the four emotional states to the user.
This offered a fun, interactive experience while incorporating the colour codes and graphic identity of the “The Heat of Love” campaign.
Impact
The “The Heat of Love” Instagram filter enabled an engaging interaction with consumers, leading to increased engagement across Lab Series’ social media platforms.
Users appreciated the opportunity to share their emotional states in a playful and visually appealing way, which boosted the visibility of both the Valentine’s Day campaign and the brand itself.
The filter led to a significant rise in interactions and shares, contributing to the overall success of the campaign.
