The campaign kicked off with Instagram Reels announcing Home222 Day and teasing the exact moment the mystery boxes would going on sale.
Next, we created engaging posts that teased the mystery boxes release and generated excitement .
Both the shipping box and the mystery box carried their own moments of delight with fun messaging and bold branding that matched the activation.
The big moment: All 222 mystery boxes sold out in under seven minutes! Talk about a win.
Each box included a letter from the brand and products inspired by real on-property experiences. The cheeky, on-brand copy ran throughout the activation—fun for me to write and for users to discover.
To close out the activation, we created an influencer recap and UGC unboxing video that summarized the campaign and showcased the boxes in detail.
Hundreds of users shared their boxes organically and tagged the brand, giving Home2 Suites a wave of authentic UGC to reshare on their channels.
