#SmallChanges Challenge

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The Challenge

Raise awareness of Optiwell and encourage audience participation to celebrate the new year, in keeping with the brand tone of voice we have established.

The Solution

We decided that the new year was the perfect opportunity to run a socially led content campaign that focuses on making small changes to live a happier, healthier life. The #smallchanges challenge asks users to take a picture of their small change and post it on social using the hashtag.

‘We love the #smallchanges challenge – it fits so naturally with Optiwell and what we’re trying to do with the brand. We’ve seen some fantastic engagement with the competition, too, including great reusable UGC.’

Will Jones, Marketing Director


We created a dedicated hub on the Optiwell website to explain the competition mechanic and showcase Holly's #smallchanges videos.


Holly's #smallchanges videos gave inspiration to entrants and allowed us to show off Holly's playful side, too.