Concept

We created #RDMustacheSelfie, an interactive Facebook filter campaign built around RD Milk’s different flavours. Participants could choose their favourite flavour, take a fun Milk Mustache selfie using the filter, and submit it in the comments for a chance to win exciting prizes, including a Smart TV and smartphone.

The campaign was designed to turn product interaction into a fun, participatory experience while driving engagement, user-generated content, and product visibility.

Campaign Timeline & Results

1st Execution – May 2021 | World Milk Day
The campaign turned out to be beyond successful, generating strong audience engagement and a high volume of submissions.

  • Total Reactions: 13.7K+
  • Total Submissions: 1.68K+

The overwhelming response validated the concept and created an opportunity to bring the campaign back with a fresh execution.

 

2nd Execution – September 2024
Based on the success of the first campaign, we re-executed #RDMustacheSelfie, and the second execution was successful as well, generating strong participation and engagement.

  • Total Reactions: 9.15K+
  • Total Submissions: 2.14K+

Two executions, two strong results — making #RDMustacheSelfie one of RD Food’s successful engagement-driven campaigns.