Turning a smile into a donation

Laughing Man Coffee gives back to farmers all year long, so to help spread awareness of their efforts on Giving Tuesday, we enlisted the help of the public to participate. On Giving Tuesday, we introduced an innovative way to give back to coffee farmers — with a smile. Through dynamic face tracking and 3D world-building, we launched the campaign with our Instagram AR filter and turned your smile into a $1.00 donation to the Laughing Man Foundation. Without paid media, the filter was able to reach 155,000 impressions and grow the brand’s following by 4% in one day.