Fiat.
500 Reasons to be Happy.
Spreading Smiles: How Fiat Connected
with Audiences Through Positivity
Without Showing Product
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With the first few months of 2020 not being what anyone expected, social media became a dark place. It was sometimes hard to remember that there were also good things happening.
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As the champion of Happiness, Fiat took the budget that would be spent on product communication, and created a completely non-product-focused 500 Reasons of Happiness Instagram account, to remind people that there are always reasons to smile.
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The account itself became popular organically, with no budget spent on promotion. Viewers’ Reasons to be Happy poured in, and in return, we animated some of these reasons to create personalized content for our followers.
Fiat took a bold step by redirecting its marketing budget from product communication to creating an entirely non-product-focused Instagram account: 500 Reasons to Be Happy. This account celebrated the small joys in life and provided a much-needed breath of positivity on social media.
The account invited followers to share their own “reasons to be happy,” which ranged from heartfelt moments to lighthearted joys. These submissions became the foundation of the campaign, with personalized animations created and shared back with contributors, fostering a strong, uplifting community.
Viral Success Without a Budget
The campaign’s authentic and heartfelt approach resonated deeply with audiences, growing the account organically without a single dollar spent on promotion. The overwhelming response proved that happiness truly is contagious.
"500 Reasons to Be Happy" became more than a campaign—it was a movement. By focusing on positivity, Fiat built a genuine connection with audiences, solidifying its reputation as a brand that values happiness and community.
My role in this project:
Creative Strategy: Shaping the concept and ensuring it aligned with Fiat’s positioning as a champion of happiness.
Art Direction: Leading the visual design of the account and its animated content.
Copywriting: Crafting engaging and uplifting messaging for the campaign.
Animation: Bringing followers’ reasons to life through custom animations that delighted and inspired.