“Find your wonderful” in the most unexpected duo
The Request
After the success of last year’s BBI campaign, Jacobs returned in Q1 2025 with a new challenge: keep the core brand message of delight alive, but give it a bolder, more surprising twist.
The brand asked for a campaign with a purely organic focus, brought to life through social storytelling and built around the new tagline: “Find your wonderful… where you least expect it.”
The Goal
Our mission was to boost organic reach on Instagram and TikTok while sparking genuine audience engagement.
We wanted to deepen the emotional bond with younger users, create moments of pleasant surprise, and inspire user-generated content. Success wasn’t just about numbers - it was about participation, comments, shares, and real interaction.
The Challenge
With zero media budget, the campaign had to rely entirely on authentic, shareable content. Cutting through the constant noise of social media was already a difficult task.
On top of that, we needed to find a duo that would spark instant curiosity - unexpected yet genuine. A match nobody saw coming… but everyone wanted to see.
Our Solution
The answer came through an unexpectedly perfect pairing: fashion icon Lakis Gavalas and beloved actress Maria Kavogianni.
Two personalities from completely different worlds, brought together over a cup of Jacobs on the brand’s iconic green couch.
The campaign unfolded organically: a hero video, smart follow-up content, and authentic distribution through their own social channels. The audience didn’t just watch - they joined in.
Reposts, user-generated edits, and resharing quickly followed. The Instagram account Greek_Arrow created its own edit that hit 1.2M views. On TikTok, the campaign audio became a trend with 1,453 user videos and more than 527K views on the original sound alone.
Jacobs found itself at the center of the conversation - not through paid ads, but through real human connection. And that was the true definition of success.
The Results
- 3.6MOrganic Views
- 3.9MTotal Interactions
- 10.65%Engagement Rate
for Lakis Gavalas - 8.36%Engagement Rate
for Maria Kavogianni