We are getting tired of cookie-cutter, polished and glittery influencer marketing campaigns therefore, we decided to allow you to see the Appy Birthday campaign being developed from start to finish:

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Lena Gercke posts a screenshot of a WhatsApp conversation where she’s wishing Happy Birthday to the ABOUT YOU team. She misspells the word 'Happy' to 'Appy' which leads to a cheeky birthday marketing idea by the AY team.

Days after the Happy Birthday posters and media are already out in the world, the ABOUT YOU team tries to hide the 'H' in on every one of their assets in order to change the promotion to 'APPY BIRTHDAY' & release a huge in-app-exclusive sale.