2026 Holiday Advertising Playbook for Advertisers - Make Every Holiday Moment Count!Snack Brand Beats Engagement Benchmark by 1.5x with an AI-Powered Wefie Microsite
Objective
A popular snack brand wanted to reignite excitement around its refreshed core range in Malaysia by turning passive snackers into active participants, inviting audiences to create and share personalized branded “wefies” as a moment of connection between family and friends.
Challenge
A routine ad view rarely becomes participation, and even less often a share. The brand needed to move beyond impressions to genuine, user-generated connection, converting a passive snacking audience into active creators, without adding the kind of friction that would deter casual mobile users mid-scroll.
Strategy & Execution
The brand activated Silverpush’s interactive experience platform to build “Connect with a Smile,” a mobile-first website. Video-led creative across Meta drove traffic in, where users could snap a new photo through an in-browser branded camera filter or upload one from their gallery, apply one of three frames, preview their selfie, and share it natively to Instagram and Facebook. Tagging the brand’s handle and the campaign hashtag qualified each entry for the prize draw, turning every participant into an organic promoter.
Mirrors-informed contextual tactics placed creative across four core snack-occasion environments: quick meals, snack challenges, cooking, and cravings, holding steady click-through with no underperforming context. A full-screen Stories/Reels-format creative delivered roughly 32% higher CTR than the feed format, proving the stronger fit for immersive placements and pointing to the efficiency play for future flights.
Results
The campaign delivered 3.37M impressions, 101% of booked, reaching over 1.04M people at an efficient 3.25x frequency, with 31,505 clicks at a 0.93% CTR driving 24,633 unique microsite visitors. The core KPI, engagement rate, landed at 5.81%, 1.5x the 4% benchmark, driven by deep multi-step interaction once users entered the wefie flow. Engagement skewed toward the 35–44 family audience, who also delivered the strongest CTR, with balanced gender participation. Most tellingly, 67 wefies were shared publicly on Instagram, tagging the brand from 42 participants, several returning four to six times to create new ones, authentic multi-generational family and friend moments that reflected real affinity with the “Connect with a Smile” idea rather than one-off participation.
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