Social Media:
Easter Egg Campaign
How an Easter video boosted social media engagement by 60%
The Easter Bunny broke into a Mitsubishi warehouse. Comments went up 1,900%.
Mitsubishi Forklift Trucks had a social media audience. What they didn’t quite have was an audience that did anything.
The followers were there. Likes were fine. But comments — actual responses, conversations, people joining in — were thin. The content was reaching people. It wasn’t moving them.
The brief was straightforward enough: make something seasonal that gets people to participate. The challenge was making it feel genuinely relevant to an audience of forklift operators, fleet managers, and materials handling professionals — people who can spot generic brand content from considerable distance and have no particular reason to engage with it.
The idea
The Easter egg hunt is one of those concepts that’s familiar enough to need no explanation but specific enough to create a genuine game. The question was how to make it relevant to a forklift brand rather than just attaching a forklift logo to a generic Easter post.
The answer was the POV shot.
We filmed laps of a real MFT warehouse — one their audience would recognise as a working environment rather than a marketing set — from the perspective of a forklift driver. Hidden among the racking, tucked behind pallets, stashed in corners, were brightly coloured Easter eggs. The Easter Bunny had, apparently, broken in and decorated the place.
To enter, viewers just had to comment with how many eggs they could spot. The prize was a bag of MFT merchandise — something their audience actually wants, and something that goes on working as promotion long after the competition closes, because a real person in a real workplace will be wearing or using it.
The POV format did something useful beyond the competition mechanic. Watching from a forklift driver’s eye level, in a real warehouse, is an implicit demonstration of visibility and driver comfort — without a single product claim being made. It felt like something made for people who know what it’s like to sit in that seat, not for people who need to be told what forklifts are.
What it delivered
In one week, from a single organic post with no paid promotion:
- 1,900% increase in comments — the participation mechanic working exactly as intended
- 700% increase in shares — people sending it to colleagues, which is the B2B social equivalent of a very good review
- 60% increase in likes and reactions
- 10,000+ impressions
- 4% engagement rate — nearly double the industry average for B2B social content
All organic. No boosting, no paid distribution, no influencer placement.
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.
What happened next
When the competition closed, every correct answer went into a draw. The winner was contacted, and mentioned he’d be passing near JKC’s office in a few weeks.
We asked if he’d be willing to do an unboxing video when he stopped by.
He said yes.
Which gave MFT a second piece of content from the same campaign: a real person, genuinely pleased with a prize he’d actually won, opening merchandise on camera. Proof, for anyone who needed it, that the competition was real — and a natural showcase for the MFT branded kit in a context that felt earned rather than staged.
The effect of the original post didn’t stop when the competition closed. Impressions and audience growth continued after the Easter content had finished circulating, which is what happens when content reaches the right people rather than just a lot of people.
Why it worked
The temptation with seasonal social content is to reach for something generic — a holiday greeting, a branded graphic, a post that could have come from any company in any sector and says nothing specific about yours. That content gets scrolled past, because the audience has learned that it doesn’t say anything.
This worked because it was made from the inside out. The warehouse was real. The POV was the actual perspective of the people watching it. The Easter Bunny in a forklift warehouse is funny specifically because it’s incongruous in a way that only makes sense if you know what a forklift warehouse is actually like.
Content made for an audience is different from content aimed at one. The difference shows up in the numbers.
