CHALLENGE

While the campaign was in full swing the COVID-19 lockdown changed the way we needed to communicate
with the world. In a time where gatherings and social events weren’t possible we needed to created something
that would allow people to Make happy.™ from their own homes.

Insight

The Great Bunny Hunt is a twist on Easter’s most beloved tradition, the Easter egg hunt.
Instead of hunting for eggs in a yard or at a park, you could hunt for chocolate bunnies in Russell Stover’s
social feed. The result was a groundswell of engagement and a 200% increase in Russell Stover’s following.

IDEA

We combined paid social for our announcement posts leading up to the event with a collection influencer images
for our actually in feed instagram bunny hunt. Once we collected all the images we placed bunnies in most of
the images to allow people to go through our feed and hunt for bunnies for a week.