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Everyone's replacable

Role(s)

Social media manager

Content creator

Stratergist

AI Replace: The Mis-Steak Campaign

  • 25M impressions from Galentine's Day campaign

  • 500K+ engagements

  • 6.6M app impressions

  • 23K downloads

  • 1.48M press impressions

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What We Did

Leveraged Picsart's AI Replace tool to create a playful Valentine's Day alternative:

  • Built campaign around replacing ex-partners in photos

  • Inspired by the viral trend of replacing exes with funny elements (red flags, clowns, etc)

  • Created content showcasing AI Replace tool's capabilities

  • Developed authentic, Gen Z-focused messaging

  • Launched multi-channel campaign strategy

Original video

The Challenge

  • Directive to "make it go viral" from leadership

  • High Gen Z skepticism toward brand content

  • Saturated Valentine's Day marketing landscape

  • Need for authenticity in brand voice

  • Complex balance between humor and brand message

Strategy & Impact

Authentic ApproacH

Channel Success

  • Transformed creator insight into viral campaign

  • Created new trends rather than following existing ones

  • The built campaign around relatable humor

  • Maintained authentic voice while driving tool adoption

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  • Achieved significant press coverage

  • Generated substantial app impressions

  • Drove meaningful user engagement

  • Built authentic connection with Gen Z audience

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