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Special Project

Special Project
From the 7th Annual Shorty Awards

Blue Bunny 100 Days

Entered in Instagram


When a regular Instagram user challenged himself to post 100 photos of what made him happy, he decided to task the world with the challenge.

By March of last year, more than 350,000 people had committed to completing the #100HappyDays Challenge- wherein users post one photo a day with the hashtag #100HappyDays. According to iconosquare, there are 16 million photos tagged with #100HappyDays as of 7/18. Blue Bunny began the #100HappyDays by posting a photo per day with the hashtag on Instagram and sharing on Twitter. We let our Facebook fans know that we were participating on Instagram and to directed them to follow us. We tried to answer every day: What makes Blue Bunny Happy?

As the program began on March 26th we started with 87 Followers, an average of 4.7 likes per post and an average of 0.32 comments per post. By the end of the program, our average comments per post had increased by 433%, average likes per post increased by 59% and total followers increased by 195%. This was a great way to build our following and establish a style and voice for our new Instagram channel.

Strategy and Execution

Blue Bunny Ice Cream chose to jump on a trend they were seeing with regular users, but define it in an on-brand way. This project also took commitment to create a unique image or video for 100 days straight. The team acted in a newsroom environment each week to develop ideas and draft copy and imagery and run through for approval every week. This was also a unique way to start up a presence on this emerging platform. The statistics prove that this helped users find us on Instagram and create a real connection with the brand.


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