Social Media:
Easter Egg Campaign

How an Easter video boosted social media engagement by 60%

Problem

Mitsubishi Forklift Trucks had strong social followings, but most people were just scrolling past.

The team wanted real interaction: comments, conversation, and a sense that their audience was really there, not just watching from a distance.

Seasonal posts usually did well, but the team wanted something more deliberate: a piece of content that didn’t just entertain but encouraged people to take part. It also needed to stay true to the brand and feel genuinely relevant to the audience.

So, how do you turn a quiet audience into an active one?

Solution

The breakthrough came from combining two things: an Easter tradition (an Easter egg hunt) with the product (forklifts) directly incorporated.

We created a short video at one of MFT’s main UK premises. Someone dressed as the Easter Bunny had snuck into the warehouse and stashed brightly coloured eggs around the place. We then filmed laps of the warehouse from a forklift driver’s POV and viewer was challenged to see how many eggs they could spot in a short time.

While playful, it was grounded in a real environment their audience knows well. The POV approach kept the truck front and centre and helped to subtly highlighting visibility and driver comfort without feeling like a product demo.

To enter the competition, people simply had to comment with how many eggs they found. The prize: a bag of Mitsubishi Forklift Trucks merchandise. That always proves popular with the followers and acts as additional promotion out in the real work long after the competition ends.

It was light, easy to join in with, and didn’t require any explanation. And because it made sense for this brand, people were far more inclined to participate.

Marijn Nijhof, Senior Marketing Communications Manager at Mitsubishi Forklift Trucks, summed it up:

“JKC understood that seasonal content still needs to feel relevant to our audience, and they brought that to life. The Easter video they created was brilliant — engaging, on-brand, and really felt like us.”

Result

In one week, the campaign delivered outstanding organic performance:

  • 60% increase in likes and reactions
  • 1,900% increase in comments
  • 700% increase in shares
  • 10,000+ impressions
  • 7.4% engagement rate — nearly double the industry average

This wasn’t just a good seasonal post. It showed the power of pairing relevance with simplicity: content made for the audience, not just aimed at them. And all without relying on paid promotion.

The Winner

After the competition closed, everyone who got the answer correct was put into a draw. When we had our winner, we contacted him for his address and he mentioned that he’d be on a trip not too far from our office in a a few weeks’ time, so he’d be able to collect it in person. We saw an opportunity to get more content from the competition, and asked if he’d be willing to do a short unboxing video of his prizes when he stopped by the office, and he readily agreed. It gave us an ideal opportunity to showcase the MFT merchandise on camera, as well as proof to the social audience that there’s a real, genuine winner of the competition.

Impact

The boost didn’t fade once the competition closed. Mitsubishi Forklift Trucks saw a sustained rise in impressions and continued growth in their social media audience long after the Easter post had finished circulating.

More importantly, the campaign showed that when content is well aligned with the brand — not generic, and not forced — people respond. They take part, they share, and they come back for more.

Top