The challenge: To turn the eagerly awaited return of Nestlé Jungly into a participatory digital phenomenon
Nestlé
A leading multinational food and drink company, setting the standard for innovation and emotional connection with consumers.
Food
The solution: A gamified augmented reality filter on Instagram
Innoarea designed an exclusive augmented reality filter for Instagram, conceived as an interactive mini-game. Drawing on the product’s vibrant colours and classic adventurous aesthetic, the filter brought the magic of Nestlé Jungly to smartphones, allowing users to compete, record scores and share their achievements directly on their profiles.
The integration of gamification added a competitive element that encouraged the community to engage with the content repeatedly. By combining augmented reality technology with nostalgic elements, the solution enabled the brand to connect deeply with its consumers, maximising engagement as part of the campaign’s comprehensive strategy.
Posts created directly using the filter on Instagram
Average engagement achieved in the global campaign
Screenshots and interactions saved by users
- Interactive challenge that encourages competition and a constant drive to improve
- Graphic elements and a colour palette true to the packaging and the classic jungle theme
- An accessible experience directly from the social media app’s camera, with no need for external downloads
- An interface designed to make it easy to take screenshots, record videos and share directly to Stories (UGC content)
Key findings
The augmented reality filter exceeded expectations, generating thousands of screenshots and shares, and became a key driver of engagement within a campaign that won Gold at the Eficacia Awards. Constant user interaction boosted positive sentiment towards the brand and strengthened the emotional bond between the consumer and the product.
The success of the digital campaign helped Nestlé Jungly re-establish itself as the best-selling chocolate bar on the market following its relaunch. The combination of active listening, influencer marketing and AR technology demonstrated the impact of interactive experiences in strengthening the brand’s commercial reach and reputation.
