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Irréprochable

In a context where Meta platforms' strict censorship made any communication difficult, Dorcel wanted to express itself using current trends without seeing its posts removed.

An Instagram filter was designed for Dorcel. Far from evoking sexuality, it offered to discover "What flower are you." But behind each flower, a promo code was hidden, redirecting to the Dorcel website.

The campaign was quickly picked up on Dealabs. Associating a flower with a promo code of a different amount encouraged users to explore each flower, until the surge in traffic crashed the website.