9gag to go to the loo

CHALLENGE: the brief was clear: to boost 9gag's app awareness. But how to do that? By leveraging its use when people would use it. Easy, right? So that's what was done.

SOLUTION: it was identified that over 90% of young people used their smartphone to go to the toilet, and many studies concluded that laughing helps fight constipation. 9gag, one of the most widely used entertainment content platforms in the world, found the perfect moment for people to use its app, a “fresh” and intimate brand moment. The agency created an original song and music video inviting people to have a “happy poo” with the 9gag app, sparking people's attention - including Katy Perry, one of the most famous pop music stars of the time.

▪ Consumer research
▪ Creative strategy
▪ Comms planning

Agency: Lola MullenLowe Barcelona