7-Eleven, Slurpee Ultimate Cup (2014)
Agency: Huckleberry
Role: Community Management
Slurpee Australia's BYO Cup Day was approaching and gaining popularity online. This year, they wanted to inspire people to get creative with their cup choices and share photos on social media.
Despite having a budget of less than $10k for media and production, the results were impressive. Over 5,000 images of people with their BYO cups were shared on Facebook and Instagram, with 3,500 coming from Instagram alone. The campaign reached over 3.75 million users, with an average engagement rate of 10.8%.