önskefoto selfiepedia
In order to create a peak for sales during the summer months, the Önskefoto team decided to run a partnership campaign with the aim to gain new customers, drive engagement with fans and increase sales of phone cases.
THE IDEA: Let’s make a selfie dictionary which guides you through selfie-taking and that is having fun with the selfie culture

CONCEPT DEVELOPMENT
1. HUMOUR: Witty, adult humour around the selfie culture to help create buzz and encourage engagement
2. INCLUDE PRODUCT PLACEMENT: To support sales, phone cases should have a natural placement in the material
3. NATURAL EVOLUTION: Through different Channels / Campaign stages / Themes of the competition
4. EASY COMPETITION MECHANISM: Snap – Tag – Share
5. SWEDISHNESS: First opportunity to test the waters - A Swedish Flavour

FUN  /  UPLIFTING  /  DIVERSITY  /  CELEBRATION  /  SWEDISH  /  PLAYFUL
25-39, men and women (with smartphones)

Art Direction, design and photography post-production Alexandra Antunes
Research and sketches
COPY DIRECTION:
The Duckface (n.): A common selfie pose that involves puckering the lips to imitate a duck bill; is considered by
some to increase attractiveness; may be used ironically.
Master the Duckface:
1) Purse your lips as if to kiss
2) Tilt your head at a slight angle
3) Snap your Duckface selfie!
THE #SELFIEPEDIA WAS BORN
#Selfiepedia – your guide to the selfie djungle

Phase 1: June
Anticipation - Create excitement

Updated all social media imagery and descriptions and kicked off the campaign on the
Swedish National Day with a FIKASELFIE. 
After we started posting #selfiepedia definitions, 
and backed them up with selfie examples of our own
announced that soon a selfie challenge would be launched, published advertorials in women's magazines, facebook and önskefoto newsletters to promote it
Phase 2: July/August
Announce – Engage with themes
for the upcoming weeks, we presented the 3 other themes
we've used a woobox competition page, available on our facebook and homepage
Theme assets - created for each of the themes
Phase 3: August
Celebration
The winners were very happy, commented and shared our posts. By the end of the competition, we created a composition of all the submitted photos posted on social media channels
in the end a total of 24 #selfiepedia definitions / visuals were created