Challenge

Innocent wanted more than a traditional campaign. They were looking for a digital solution that brought the brand values – optimism, sustainability and humanity – to life in a personal way. The tool had to be simple, cheerful and safe, and suitable for a broad target group.

Approach

Tible developed a web application where users could write their own letter to their future self. They could:

• Choose a delivery moment in the future (e.g. 6 months or 5 years)
• Optionally add their own photo or illustration
• Store the letter safely (with email reminder at chosen moment)
• Share the experience via social media

The branding, tone of voice and flow were closely aligned with Innocent's style – light, playful and 100% human. The app was built as a standalone microsite, with integrations for email delivery and time-slot-based sending.

Result

• Very many submitted letters within the first campaign weeks
• Many shared messages on social media with positive brand association
• High engagement through personal, emotional involvement
• App as reusable activation form for future campaigns